Why did Rolex discontinue Pepsi GMT II?
Rolex removes “Pepsi” GMT-Master II from its active catalog
Rolex has officially discontinued all versions of the “Pepsi” GMT-Master II, and it has also removed the white gold “Cookie Monster” Submariner Date from its active lineup. Discontinuation means these references are no longer listed as current production options by Rolex, which can affect availability for buyers and secondary-market pricing.
Why it matters
Rolex discontinuations typically reshape what’s considered attainable in-store and can create a sharper collector focus on remaining production years and legacy references.
From the summary information provided:
- The “Pepsi” GMT-Master II is fully removed from the catalog.
- The white-gold “Cookie Monster” Submariner Date is also removed from the catalog.
- This is described as a sweeping removal, rather than a limited or country-specific change.
What happens to demand
When Rolex stops producing a reference, buyers who want that specific look—often tied to vintage appeal, colorway recognition, or collector desirability—may shift toward remaining inventory or the pre-owned market. That can lead to faster sell-through of what’s left and increased competition among buyers.
What we don’t know
The summary doesn’t provide reasons for the discontinuation or any replacement references. So it’s still unclear whether these watches were replaced by newer versions or whether Rolex simply cycled the models out.
For shoppers, the practical takeaway is that these specific references are no longer supported as active catalog models, so timing becomes critical if you’re trying to buy new-in-box or plan a long-term collecting strategy.