What happened to Rolex Pepsi and Cookie Monster?

Rolex removes Pepsi and “Cookie Monster” from active catalog

Rolex has pulled the GMT-Master II “Pepsi” and the Submariner Date “Cookie Monster” from its active catalog. The reporting frames it as an end to two highly watched references: the Pepsi GMT-Master II ref. 126710BLRO and the white gold “Cookie Monster” Submariner Date variants.

What Rolex did

• The “Pepsi” GMT-Master II was removed from the brand’s current listings at Watches and Wonders in Geneva.
• The “Cookie Monster” Submariner Date versions in white gold were also removed from the active lineup.

Why it matters

When Rolex discontinues models (or removes them from the active catalog), the effect is usually immediate in the collector market and on retail availability. Both “Pepsi” and “Cookie Monster” have strong recognition and demand among enthusiasts, so a catalog removal signals that new production for those references is no longer supported in the same official way.

It also matters because Rolex has a tendency to treat transitions carefully: even if older references remain traded through secondary markets, a removal from active listing typically precedes a change in the product strategy for that model family.

For buyers and collectors, the practical implication is that these particular references may become harder to obtain new through authorized channels, while secondary-market pricing and interest often rise.

In short, the “Pepsi” and “Cookie Monster” references are no longer in Rolex’s active catalog following the Geneva show, marking a notable shift for two of the most debated and sought-after modern Rolex sports configurations.