Watches & Wonders 2026 Is Already Moving the Rolex Market

The highly anticipated announcements from Watches & Wonders 2026 have finally arrived. Each year the horological community waits to see what Rolex will unveil, but the biggest story this year is not just about what is new. We are looking closely at how these pivotal changes will impact pricing, demand, and availability on the rolex secondary market. Video Chapters 0:00 Intro and Market Context 0:30 Discontinuation of the Rolex Pepsi 2:50 Farewell to the Cookie Monster 4:10 The Off Catalog Daytona Release 6:38 Yacht Master II Design Overhaul 8:32 Oyster Perpetual Jubilee Dials 12:26 Future of Rolex Stone Dials 14:13 Final Thoughts on the Market The Discontinuation of the Rolex Pepsi The most significant news is about what is leaving the catalog. The brand has officially discontinued the GMT Master II Pepsi, ending a run that began in 2014. Both the stainless steel reference 126710BLRO and the white gold reference 126719BLRO are gone. The response on the Rolex secondary market was immediate. We recorded a 21.1 percent increase in the stainless steel model and a 7.8 percent rise for the white gold variation since rumors broke. Our expert horologists open the case, verify the movement, and check serial numbers under magnification to ensure absolute authenticity. The Departure of the Cookie Monster The white gold Submariner Date reference 126619LB, known as the Cookie Monster, is discontinued. Introduced as the successor to the Smurf, this piece featured a blue ceramic bezel an