Story Highlight
– Rolex does not sell watches online, only provides information.
– GMT Master II disappeared from US retailer websites.
– Rolex.com still lists the watch; non-US dealers unaffected.
– Rumors of discontinuation for Pepsi GMT persist.
– High resale margins on the steel reference watch.
Full Story
Rolex and its network of official jewellers do not offer online sales for their watches; however, they provide detailed information about all timepieces currently in production.
The luxury watch brand employs a sophisticated approach by integrating each retailer’s website with a centrally managed platform to ensure a uniform presentation across all partners.
Currently, however, an unusual situation has arisen concerning the Rolex GMT Master II (Reference 126710BLRO) in Oyster Steel, which has disappeared from the websites of authorised dealers in the United States.
Interestingly, the watch is still featured on Rolex’s official website, as well as on the sites of authorised dealers in various other countries. This discrepancy may not even be recognised by Rolex’s US partners, as the content on their platforms is centrally controlled by the brand itself.
Evidence of this issue can be seen in a screenshot from an American authorised dealer’s website, which shows a conspicuous absence where the GMT Master II Pepsi should be listed.
For some time, there have been ongoing speculations that Rolex might be planning to discontinue the blue and red bezel version of the GMT Master II, often referred to as the ‘Pepsi.’
This particular steel model has consistently been a highly sought-after item within Rolex’s offerings and is known for achieving exceptional resale value in the secondary market.
In discussions on watch forums earlier this year, it was noted that production challenges with the iconic blue and red bezel might lead Rolex to remove the watch from future collections.
At present, the conversation surrounding the Pepsi remains speculative, yet it would be atypical for a meticulous manufacturer like Rolex to sustain such a notable oversight on its retail partners’ sites without a purposeful rationale.
