Rumours are moving fast and this time, the watch world is paying attention.
There’s growing speculation that the Rolex GMT‑Master II “Pepsi” may be on its way out, with collectors already reacting as if the decision has been made. Reports suggest deliveries have slowed, availability has tightened, and authorised dealers are quietly steering buyers toward alternative models.
The market hasn’t waited for confirmation. Prices on the secondary market have already begun to climb, with newer Jubilee models rising from around £17,500 earlier this year to over £20,000. And if discontinuation is confirmed, that trajectory is only expected to accelerate.
So, truth or just another Rolex rumour?
At present, nothing has been officially confirmed by Rolex. The Pepsi remains one of the brand’s most recognisable and in-demand models, making any decision to remove it from the catalogue a significant move.
A more likely outcome, some suggest, is evolution rather than elimination. Rolex has done it before — refining icons, introducing new references, and quietly shifting the market without ever making a scene.
For now, all eyes are on what comes next.
Because if something is changing, it won’t stay quiet for long.
