Huge spike in online searches for Rolex Pepsi following its discontinuation

Data from pre-owned platform eBay has revealed the spike in demand for the Rolex GMT-Master II ‘Pepsi’ following its discontinuation at Watches and Wonders.

There was a 46% uplift in searches for the Pepsi on April 14 versus the day before. Interestingly, the Submariner ‘Cookie Monster’ model from Rolex also saw a surge in searches — up 66% day-on-day.

Interestingly, data from WatchCharts suggest that prices of the three iterations of the Pepsi have actually cooled a little since Watches and Wonders, suggesting that the market had overcorrected before the official discontinuation.

This is backed up by the fact that new listings for the Pepsi reached an all time high in the seven days prior to the discontinuation, suggesting that owners had been sitting on inventory in an attempt to strike at the right moment, only to ironically bolster supply sufficiently to lead to a small dip in prices.