Rolex Quietly Discontinued Some of Its Top Watches. It’s Not the Only One

Last week was Watches and Wonders, the industry’s big, glitzy annual showcase where dozens of the world’s biggest luxury brands unveil their biggest releases for the year.

As usual, much attention was paid to the undeniable star of the show, Rolex, and its sister brand, Tudor. And, as usual, the two brands’ launches elicited a wide range of reactions, from elation to disappointment to confusion.

Watches and Wonders Geneva: Rolex, Grand Seiko and dozens of other heavy hitters gather in Switzerland every year to release their biggest watches. Catch up on all the new novelties.

Rolex’s “Jubilee Dial” Oyster Perpetual and enamel-dialed Daytona certainly generated headlines, as did Tudor’s Monarch and updated Black Bay 58. But arguably the biggest news isn’t what Rolex and Tudor debuted, but rather what they discontinued.

Rolex

Is Pepsi OK? No, it’s dead

It’s become something of a tradition to check Rolex’s online catalog as soon as Watches and Wonders begins, as the brand in recent years has unceremoniously discontinued old models to make way for its new novelties.

This year was no exception, and while the big discontinuation that took place was expected, it’s still major news.

Rolex has officially discontinued all of its GMT-Master IIs featuring the iconic red-and-blue “Pepsi” bezel. That includes the white gold Reference 126719BLRO with a meteorite or blue dial, and, most notably, the stainless steel Ref. 126710BLRO on an Oyster or Jubilee bracelet, arguably Rolex’s most desirable sports watch in recent years, and the one everyone seems to want.

Rolex

Rumors had circulated for years that Rolex had trouble producing the red-and-blue Cerachrom bezels for the watches, and while the brand has not commented on the reason for the watches’ discontinuation (and likely will not), I think the more likely reason was to tamp down the insatiable Pepsi demand. If these years-long GMT waitlists are erased, then maybe Rolex can sell some of its watches whose stocks are more plentiful.

While not an Earth-shattering event like the discontinuation of the Pepsi, Rolex also ditched the Submariner Date “Cookie Monster” Ref. 126619LB. This white gold model was the only current Sub to combine a black dial with a blue Cerachrom bezel, and it certainly has its fans. It’s also unfortunate that we’re down another Sub reference, considering the flagship dive watch line hasn’t received any new references since its 2020 reboot.

Rolex

Feelin’ blue

Not wanting to be left out, Tudor joined its big brother in the discontinuation party this year by axing the highly popular Black Bay 58 Blue. The stainless steel model had long been considered a great everyday diver and more contemporary alternative to the original Black Bay 58 in black, but now it’s history.

However, I don’t believe this one will stay out of Tudor’s catalog for long.

Last year at Watches and Wonders, Tudor debuted a Black Bay 58 in burgundy with a new METAS-certified Master Chronometer movement, slight cosmetic updates and the option of a new Jubilee bracelet. This year, Tudor made all those same updates to the original black BB58, leaving the blue version as the odd watch out as the only previous-generation Black Bay 58. As a result, it had to go, but I won’t be surprised to see it return next year in the same updated form as its siblings.

Rolex

If you don’t want to wait, however, Tudor did launch the Black Bay 54 in blue at this year’s show, keeping a blue, aluminum-bezeled diver in its lineup. It feels more retro than the 58 due to its smaller 37mm case size and more eye-catching finish (its shade of blue is brighter, the dial is sunburst and the aluminum bezel is polished), but it still scratches a similar itch.

What’s next

I have no doubt that the Black Bay 58 will return in blue very soon, and I’m sure Rolex will make a Submariner with a blue bezel again within the next few years. But the biggest questions involve the Pepsi.

The Pepsi is an icon. It’s the best-known GMT watch in the world and is one of Rolex’s most recognized and in-demand models. Its discontinuation won’t change that, but we have to wonder just how long it will be out of commission.

It’s not like the decision by a major brand to discontinue its most popular model is without precedent. At the end of 2021, Patek Philippe bid adieu to the Nautilus in steel, Ref. 5711.

Patek Philippe

We still haven’t seen a steel Nautilus since, despite this year being the model’s 50th anniversary and Patek rolling with a Nautilus theme at Watches and Wonders. The brand did launch three commemorative Nautiluses (Nautili?) at the show, but in white gold and platinum rather than the model’s original, more affordable material.

We’ve also previously seen Rolex go Pepsi-free for years, with the brand notably lacking a red-and-blue GMT-Master II for seven years from 2007 to 2014.

Given that history, and Patek’s willingness to forego making a steel Nautilus for half-a-decade and counting, I think there’s a solid chance we’re looking at a years-long wait before Rolex makes another Pepsi GMT.

What are the chances those waitlists are retroactive?

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