Secondary market expects surge in demand for doomed Rolex ‘Pepsi’

Although not officially confirmed to its authorised dealers yet, the discontinuation of the Rolex GMT-Master II red and blue ‘Pepsi’ watch is one of the worst-kept secrets in the watch industry.

It’s widely expected that the curtain will come down on the iconic model at this year’s Watches & Wonders in Geneva, with speculation rife as to what, if anything, will replace it.

But will collectors lucky enough to own a ‘Pepsi see the value of their asset go up in light of its expected termination? The basic principles of supply and demand would suggest so, and watch enthusiasts are suckers for scarcity.

Pre-eminent London pre-owned specialist David Duggan certainly thinks so. “If it does get discontinued — and we have been hearing rumours for the last two weeks — I think the price will appreciate steadily,” he told Watch Insider.

“Since the fall in prices from Easter 2022, the ‘Pepsi’ has held its price as well as any of the other ‘premium’ Rolex watches,” he continued.

Global online marketplace eBay agrees. “Whenever brands discontinue an iconic model like the Rolex ‘Pepsi,’ we typically see renewed interest from collectors and enthusiasts,” said the company’s general manager of fashion for Europe, Kirtsy Keoghan, speaking to Watch Insider.

“Moments like these tend to drive increased demand on the secondary market as buyers look to secure pieces that are no longer in production.”