Is the Rolex Pepsi Discontinued? Unraveling the Mystery of the Red and Blue Bezel

No, the Rolex Pepsi is NOT discontinued. However, the story is a bit more nuanced than a simple yes or no. While the original Rolex GMT-Master II with the Cerachrom Pepsi bezel on the stainless steel Oyster bracelet (reference 126710BLRO) remains a staple in the Rolex catalog, availability can be extremely limited, leading to persistent rumors of discontinuation. Furthermore, specific iterations, like the white gold version on an Oyster bracelet (reference 126719BLRO), have been discontinued in the past, adding fuel to the confusion. Let’s dive deep into the details to clarify the status of this iconic timepiece and address some frequently asked questions.

The Enduring Allure of the Rolex Pepsi

The Rolex Pepsi, named for its distinctive red and blue bezel reminiscent of the Pepsi-Cola logo, holds a special place in watchmaking history. Originally released in 1955 as the GMT-Master (reference 6542), designed for Pan Am pilots navigating multiple time zones, it quickly became an icon. The watch’s robust functionality, coupled with its eye-catching aesthetics, cemented its status as a must-have for travelers and watch enthusiasts alike. Over the decades, the Pepsi has undergone several iterations, each building upon the original’s legacy. The current stainless steel version, introduced in 2018, features a Cerachrom bezel – Rolex’s proprietary ceramic material, known for its scratch resistance and color stability – and is powered by the in-house caliber 3285 movement.

The mystique surrounding the Rolex Pepsi stems from a combination of factors. First, its heritage is undeniable. Second, its design is instantly recognizable and universally appealing. And third, its scarcity on the retail market creates a sense of exclusivity that only amplifies its desirability.

Understanding the Current Rolex Pepsi Lineup

Currently, the core of the Rolex Pepsi lineup consists of the following:

• Oystersteel version (reference 126710BLRO): This is the most sought-after variant, featuring the stainless steel case and Oyster bracelet. It’s the modern embodiment of the classic Pepsi. This is NOT discontinued.
• White Gold version on Jubilee bracelet (reference 126719BLRO): This luxurious version, offered on the Jubilee bracelet, is positioned as a more upscale and exclusive option.

It’s important to note that Rolex is known to make subtle updates and revisions to their models over time. These changes are often unannounced and can affect the availability of specific configurations. This is where the confusion often arises.

The “Discontinuation” Rumors: Separating Fact from Fiction

The persistent rumors of the Rolex Pepsi’s discontinuation are largely fueled by the difficulty in actually purchasing one at retail. Authorized Dealers (ADs) typically have long waiting lists, and the demand far exceeds the supply. This perceived scarcity leads many to believe that the watch is no longer in production.

Adding to the confusion is the fact that Rolex has discontinued certain Pepsi models in the past. For example, the white gold Pepsi on the Oyster bracelet was discontinued relatively quickly after its release. This can cause speculation and uncertainty among collectors.

However, as of now, the stainless steel Rolex Pepsi (126710BLRO) remains in production. While obtaining one at retail might require patience and persistence, it is not discontinued.

FAQs: Demystifying the Rolex Pepsi

1. What does “BLRO” stand for in the Rolex Pepsi reference number?

“BLRO” stands for Bleu/Rouge, which translates to blue/red in French, referring to the colors of the bezel.

2. What is Cerachrom, and why is it important for the Pepsi bezel?

Cerachrom is Rolex’s patented ceramic material, known for its exceptional hardness and scratch resistance. It also offers excellent color stability, preventing the red and blue colors from fading over time due to UV exposure. This is a significant improvement over the aluminum bezels used in older GMT-Master models.

3. What is the difference between the Oyster bracelet and the Jubilee bracelet?

The Oyster bracelet is a three-link bracelet known for its robustness and sporty appearance. The Jubilee bracelet is a five-link bracelet that is generally considered more elegant and dressy. The choice between the two is often a matter of personal preference.

4. What is the movement inside the current Rolex Pepsi?

The current Rolex Pepsi is powered by the in-house caliber 3285 movement. This movement features a Chronergy escapement for improved efficiency and a power reserve of approximately 70 hours.

5. How much does the Rolex Pepsi retail for?

The retail price of the Rolex Pepsi (126710BLRO) is approximately $11,050. However, due to high demand, the watch often sells for significantly more on the secondary market.

6. Why is it so difficult to buy a Rolex Pepsi at retail?

Rolex deliberately limits the production of their most popular models, including the Pepsi. This scarcity, combined with strong demand, creates long waiting lists at Authorized Dealers. The result is a highly competitive market where obtaining a Pepsi at retail requires patience and often a pre-existing relationship with an AD.

7. What is the best way to get a Rolex Pepsi at retail price?

The best approach is to build a relationship with an Authorized Dealer (AD). This may involve purchasing other watches or jewelry from the AD over time to demonstrate your interest in the brand. However, even with a good relationship, there is no guarantee of getting a Pepsi quickly.

8. What is the market price for a Rolex Pepsi?

The market price for a Rolex Pepsi can vary widely depending on condition, age, and seller. Generally, expect to pay a premium over the retail price, often in the range of $18,000 to $25,000 or even higher for pristine or unworn examples.

9. What are some good alternatives to the Rolex Pepsi?

If you’re unable to acquire a Rolex Pepsi, there are several alternatives to consider, including:

• Tudor Black Bay GMT: Offers a similar aesthetic at a more accessible price point.
• Grand Seiko GMT models: Known for their exceptional craftsmanship and unique designs.
• Vintage Rolex GMT-Master models: Explore the charm of older Pepsi variations.

10. How can I tell if a Rolex Pepsi is authentic?

Authenticating a Rolex requires careful examination of several factors, including:

• Serial number and reference number: Verify that these numbers match Rolex’s database.
• Cyclops magnification: The date magnifier should have a distinct 2.5x magnification.
• Movement: The movement should be a genuine Rolex caliber, identifiable by its markings and construction.
• Bezel alignment and rotation: The bezel should rotate smoothly and align perfectly with the dial markers.
• Overall finish and quality: Rolex watches are known for their impeccable finish and attention to detail. If anything seems off, it’s a red flag. Consult with a trusted watch expert for verification.

11. Has the Rolex Pepsi ever been available with a black bezel?

No, the defining feature of the Rolex Pepsi is its distinctive red and blue bezel. While Rolex offers other GMT-Master II models with different bezel colors (e.g., black/blue Batman, all-black), the Pepsi is specifically associated with the red and blue combination.

12. Is the Rolex Pepsi a good investment?

Historically, Rolex watches, especially sought-after models like the Pepsi, have held their value well and often appreciated over time. However, past performance is not indicative of future results. The watch market can be volatile, and investment decisions should be made carefully, considering market trends and individual risk tolerance.

In conclusion, while the road to owning a Rolex Pepsi may be paved with patience and persistence, rest assured that this iconic timepiece remains a vital part of the Rolex collection. The rumors of its demise are greatly exaggerated. Understanding the nuances of the current lineup and the factors driving its scarcity will help you navigate the market and perhaps even secure your own piece of Rolex history.