Why did Rolex discontinue the Pepsi GMT?

Rolex removes Pepsi GMT and “Cookie Monster” variants

Rolex has officially pulled specific models from its active catalog: the GMT-Master II reference associated with the “Pepsi” configuration (ref. 126710BLRO) and versions of the “Cookie Monster” Submariner Date in white gold. In the reporting, Rolex confirmed the discontinuations during Watches and Wonders in Geneva.

The practical impact is immediate for shoppers and collectors. Discontinued references can become harder to source through authorized channels over time, which often changes how buyers approach availability—especially for highly recognizable, widely traded models. It also puts more attention on remaining variants that are still listed, since the market reacts to what’s no longer being produced.

Beyond the consumer angle, these moves reflect Rolex’s ongoing product strategy around refresh cycles rather than a steady stream of new releases. Rolex can retire popular references, creating a sense of scarcity, and then later replace them with updated alternatives. Even when the “core” watch line stays the same, changes in catalog status can ripple through the secondary market.

Why it matters

• If you’re shopping for a specific reference, discontinuation can affect both price and how quickly you can complete a purchase.
• Collectors often interpret Rolex removals as signals about future redesigns or movement upgrades.
• Market attention can shift rapidly: once a flagship like the Pepsi GMT is confirmed gone from the catalog, trading and demand can spike for whatever’s still available.

For now, the reporting focuses on what was removed rather than explaining a technical reason or a replacement reference.