Pepsi Rolex Price: Retail vs Market Value

"Pepsi" is the nickname for the Rolex GMT-Master II with a red and blue Cerachrom bezel. The steel reference 126710BLRO was among the hardest Rolex watches to buy new for years, and the white gold 126719BLRO shared the same bezel colors. Rolex dropped both from its range around April 2026, according to coverage from that month. Anyone shopping now is buying either a leftover from a dealer or a pre-owned watch.

That changes what a "price" means. A list price still exists for the last watches Rolex sold, but no new Pepsi is being made. The numbers below separate the final list price from the secondary-market values, which are dated snapshots and not a quote for any specific watch.

The list figures come from the US tariff list reproduced by La Cote des Montres, which carries January 2026 tariffs. Rolex adjusts US prices on its own schedule, so the amounts below are the last published tariffs for these references and may not match what a retailer still holds in stock.

The two steel entries differ only by bracelet. The Jubilee bracelet carried a higher list price than the Oyster bracelet. The white gold versions are separate watches in a different price class and were discontinued along with the steel one.

Before January 2026 the Jubilee version listed at $11,300, according to Everest Bands, so the last increase moved it up to the figure in the table above.

Once a watch leaves production, its price is set by the pre-owned market. The Pepsi already traded well above list before the announcement, and the discontinuation drew attention to it. Different trackers give different values, partly because each one measures something different.

The Loupe figure is its own market value for the 126710BLRO as of 14 October 2026. The WatchCharts and Chrono24 readings were reported by Everest Bands around June 2026. In this snapshot WatchCharts sits below Chrono24, whose reading reflects listings on that marketplace. None of these is a price you can count on. Condition, bracelet, whether the watch is unworn, and the presence of the box and papers can each move the real price by a large amount.

Asking prices in the spring of 2026 were reported to run well above where the market later settled. A listing at a very high number is not evidence of what the watch is worth.

On the list price, the Jubilee costs more. On the used market, the difference between the two bracelets is smaller than the difference between a good example and a poor one, and sellers price them by condition first. If you plan to wear the watch daily, the bracelet choice matters more for comfort than for resale.

A discontinued, in-demand Rolex attracts counterfeits and inflated asks. A few checks cut the risk.

• Buy from an authorized dealer if one still has stock, or from a reseller that authenticates watches and offers a return window.
• Compare the serial number, papers, and warranty card with the watch itself.
• Ask whether the bezel, crystal, and bracelet are original, and whether the watch has been polished.
• Compare asking prices across several trackers rather than relying on one number.

A price far below the trackers is a warning sign. A price far above them may simply be an ask that nobody has accepted.

Rolex has not said what, if anything, replaces it. Coverage from the time mentioned speculation about other bezel colors, but that is speculation, and nothing here should be read as a prediction about future models or values.