Why Are So Many People DUMPING Rolex “Pepsi”GMT’s?!

Rumours are swirling: could the Rolex GMT-Master II “Pepsi” be on the chopping block? In this episode, we break down what a potential discontinuation really means for values, availability, and buyer behaviour — and, most importantly, whether it’s smarter right now to buy, hold, or sell. We cover: Why the Pepsi discontinuation rumour keeps returning (and what usually happens when it does) What typically happens to pricing when a major Rolex sports model is discontinued (initial spikes vs long-term reality) Buy vs Sell strategies depending on your goal: collecting, investing, or freeing up capital Condition, set, and provenance: why “full set,” service history, and dial/bracelet specifics matter more than ever Grey market demand signals we’re seeing right now — and what they suggest about the next move How busy we are at the moment and what that tells us about real buyer confidence (not just headlines) At The Luxury Watch Company, we don’t just watch trends — we measure them. We’re in the market daily, speaking to buyers and sellers across every price point, and we believe that real-world liquidity is the only benchmark that matters. That’s why we’ve built our reputation as the benchmark standard for the luxury watch grey market: accurate pricing, clear guidance, and execution that matches the moment. If you’re considering a Pepsi purchase, thinking about selling, or simply trying to understand what the rumour mill could trigger next — this is the episode to watch. D