Rolex Discontinues Iconic 'Pepsi' GMT-Master II & 'Cookie Monster' Submariner

The beloved Rolex models are no longer in production, marking the end of an era for watch enthusiasts.

Apr. 13, 2026 at 11:03pm

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Rolex has officially discontinued two of its most popular and iconic watch models - the 'Pepsi' GMT-Master II and the 'Cookie Monster' Submariner Date. The announcement comes after months of speculation and rumors within the watch enthusiast community, with some retailers reportedly removing the models from their websites earlier this year. While the 'Pepsi' is no longer in production, the model remains available at select authorized dealers for the time being.

Why it matters

The discontinuation of the 'Pepsi' GMT-Master II and 'Cookie Monster' Submariner Date marks the end of an era for Rolex, as these models have long been among the brand's most coveted and sought-after watches. The news is sure to disappoint many Rolex enthusiasts and collectors who have been clamoring to get their hands on these iconic timepieces.

The details

Rolex's decision to discontinue the 'Pepsi' GMT-Master II and 'Cookie Monster' Submariner Date comes after months of speculation and rumors within the watch enthusiast community. Earlier this year, some retailers, including Bucherer (which was acquired by Rolex in 2023), were reported to have removed the 'Pepsi' from their websites, fueling speculation that the model was being discontinued. However, the 'Pepsi' remained visible on the websites of other authorized dealers, such as Fourtane and Watches of Switzerland (Hodinkee's parent company), until Rolex's official announcement.

  • In February 2026, the 'Pepsi' GMT-Master II was reportedly removed from the websites of some authorized Rolex dealers.
  • On February 28, 2026, the 'Pepsi' GMT-Master II was still visible on the websites of other authorized dealers, indicating that the model was already on its way to being discontinued.

The players

Rolex

A Swiss luxury watchmaking company and one of the most prestigious and recognizable brands in the world.

Bucherer

A Swiss luxury watch retailer that was acquired by Rolex in 2023.

Fourtane

An authorized Rolex dealer based in the United States.

Watches of Switzerland

A leading luxury watch retailer and the parent company of Hodinkee.

Korman

An authorized Rolex dealer based in Austin, Texas.

Razny

An authorized Rolex dealer based in Chicago, Illinois.

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What’s next

While the 'Pepsi' GMT-Master II is no longer in production, the model remains available at select authorized Rolex dealers for the time being. However, it is expected that supplies will dwindle as the existing inventory is sold, making the 'Pepsi' an even more coveted and valuable timepiece for collectors.

The takeaway

The discontinuation of the 'Pepsi' GMT-Master II and 'Cookie Monster' Submariner Date marks a significant shift in Rolex's product lineup, as these models have long been among the brand's most iconic and desirable offerings. The news is sure to have a significant impact on the luxury watch market, as collectors and enthusiasts scramble to acquire these now-discontinued timepieces.