Every year, Watches & Wonders in Geneva makes headlines for what Rolex adds to its catalog. New dials. New materials. New movements. The press covers every announcement in real time, and collectors refresh their feeds until the last reveal.

But this year the biggest news in Rolex Watches has been the watches which have been discontinued. Rolex never issues a press release when it discontinues a watch. There's no farewell announcement, no final edition, no retirement ceremony. A reference simply disappears from rolex.com, authorized dealers stop receiving deliveries, and the secondary market connects the dots. In this article we’ll go over some of the items which have been discontinued at Rolex and what it could mean for the market.

The Rolex Pepsi Is Dead. Both of them.

The GMT-Master II "Pepsi" is officially out of production, and the discontinuation is sweeping. Both the steel ref. 126710BLRO, both on Oyster and Jubilee bracelets, as well as the 18k white gold ref. 126719BLRO are gone from the catalog. With the white gold's exit, the stunning meteorite and midnight blue lacquer dial options go with it permanently. For the first time in the ceramic era, there is no red bezel anywhere in Rolex's steel lineup. And no, the "Coke" replacement never showed up in Geneva.

How to source a Rolex Pepsi?

Since the AD listings are most likely not reliable, the best way for collectors to source these watches would be through the secondary market. Whether you shop through a gray market provider, local small business, or a small independent dealer, each of them have their own benefits and downsides. Our team's vast network allows us to source these watches for our clients, so if you're looking for one, give us a call or a text at +1 757-713-2326

The Cookie Monster Is Gone Too

Less talked about but equally significant: the Submariner Date ref. 126619LB, the white gold Sub with the blue ceramic bezel and black dial that collectors nicknamed the "Cookie Monster", has been discontinued. This watch was only in production since 2020, making it one of the shortest-lived Submariner references in recent memory. White gold Subs were already rare on the secondary market. With production ending, clean, unworn examples are only going to get harder to find.

Yacht-Master Pave Dials are Out

Rolex also retired the Everose gold Yacht-Master pave dial variants. The 40mm ref. 126655 and the mid-size 37mm ref. 268655, both on Oysterflex. The rest of the Yacht-Master family stays, but the high-jewelry paved configurations are gone. Simultaneously, the original Yacht Master II was formally retired and replaced by entirely new references. The Yacht Master collection is being rebuilt from the ground up, and these references are the first casualties.

Datejust 31 Floral Motif Dials

On the quieter end of the 2026 exits, Rolex has discontinued the floral motif dial variants from the Datejust 31. These were technically complex pieces, using three distinct surface finishes on a single dial, and often overlooked by the sport-watch community. For Datejust collectors, pre-owned is now the only path to owning one.

What This Means for You

Rolex discontinuations follow a consistent pattern: supply is now fixed, pre-owned inventory will thin, and prices tend to move upward. The Pepsi already climbed roughly $5,000 on the secondary market before Geneva even opened, just on speculation. Post-confirmation, that trend doesn't reverse. If you own any of these references and have been thinking about selling, the next 60–90 days is historically the strongest window. If you've been on the fence about buying one, that same window applies on the other side. 

Lucky for you, our team here at Bo Knows Luxury is more than equipped to help you find the best deal for the discontinued watches. Take advantage of our vast network and let us help you find your dream piece.