What did Rolex drop from its catalog?

Rolex officially discontinued the “Pepsi” and “Cookie Monster”

Rolex has removed all versions of two widely recognizable sports-watch families from its active catalog: the GMT-Master II “Pepsi” (Ref. 126710BLRO) and the Submariner Date “Cookie Monster.” The change was confirmed during Watches and Wonders in Geneva.

What happened

• The “Pepsi” GMT-Master II reference 126710BLRO was pulled from Rolex’s lineup.
• The “Cookie Monster” Submariner Date versions were also removed from the active catalog.

Why this matters

These are not niche models for collectors; they’re among the most culturally recognizable Rolex steel sports watches. Discontinuations typically matter for two reasons:

1. Pricing and availability can shift quickly. When a reference is no longer produced in a brand’s active catalog, market supply often tightens, and secondary-market pricing frequently reacts.
2. Collectors adjust their watch plans. Many buyers treat catalog status as a signal for whether to prioritize a purchase sooner rather than later.

In this feed, the key takeaway is that Rolex’s decision is definitive for the catalog: it’s not framed as a limited run or a temporary pause, but as an official removal from the currently offered range.