The Pepsi Is Gone, and Gold Is Having Its Moment: Our October 2026 Market Report
Rolex closed the book on the steel Pepsi this spring, and six months later the market has noticed. Plus: why solid gold Day-Dates have quietly become the most requested watches on our desk, and what it all means if you are buying, selling or trading this fall.
There is a particular kind of phone call we get when a reference leaves the Rolex catalogue. It starts casually, "just curious what you have," and ends with a collector asking how fast we can have a watch in hand. October has been full of those calls. From Calgary to Toronto, the conversations on our desk this month kept circling back to two things: the GMT-Master II "Pepsi" that Rolex will no longer make, and solid gold.
The Quick Take
The Pepsi is officially history. The steel GMT-Master II 126710BLRO was discontinued at Watches & Wonders 2026, on both Jubilee and Oyster.
Gold is back in fashion. Day-Date 40s in yellow gold and Everose are leading our inquiries, helped along by two Rolex retail increases this year.
Values are firm. Most references we trade are higher than they were this time last year.
Farewell to the Pepsi
At Watches & Wonders in April, Rolex did something few saw coming. It retired the stainless steel GMT-Master II "Pepsi" Ref. 126710BLRO, on both the Jubilee and the Oyster bracelet, and took the white gold 126719BLRO with it. There was no replacement waiting in the wings. For the first time since Rolex moved to ceramic bezels, the steel GMT-Master II collection has no red in it at all.
The red-and-blue bezel has defined the GMT-Master since 1954. It is the watch Pan Am pilots wore and the one most people picture when they hear the words "travel watch." Removing it from the steel lineup is less a product change than the end of a chapter.
When an icon leaves the catalogue, the clock starts. Supply is fixed from here on, and every good example becomes a little harder to find.
We are seeing the effect in real time. The Pepsi was one of the most requested references on our desk this month, and the interest is spilling into its siblings: the "Bruce Wayne" 126710GRNR, the "Batman" and "Batgirl," and the Everose "Root Beer" 126715CHNR. Collectors who once assumed they could always pick up a Pepsi later are realizing that "later" now has a price attached.
Available now: GMT-Master II Pepsi 126710BLRO (2020, Jubilee, Full Set) and GMT-Master II Bruce Wayne 126710GRNR (2026, Jubilee).
Gold, Glorious Gold
If the Pepsi is the story everyone expected, gold is the one that snuck up on us. Over the past several weeks we have seen a clear rise in inquiries and sales for solid gold pieces, led by the Day-Date 40. Two configurations in particular keep coming up: the yellow gold Day-Date with the champagne dial, and the Everose Day-Date 40 with the olive green dial.
Part of it is simply taste. After years of steel sports watches dominating the conversation, collectors are rediscovering the warmth and presence of a full gold President bracelet. Part of it is economics. Rolex raised retail prices in January 2026 and again in June, with the larger increase landing on full gold models as the price of the metal climbed. When a new gold Rolex costs more at the boutique, a well-kept pre-owned or unworn example starts to look like the smarter buy.
The Day-Date has always been the ultimate statement watch. This fall, buyers are treating it as both a watch to wear and a place to park value.
Shopping for gold? Start with our Day-Date 40 228239, the Sky-Dweller 326938 in yellow gold, or the Everose GMT-Master II Root Beer 126715CHNR. If the exact dial you want is not in stock, we will source it.
The Bigger Picture
Step back from individual references and the trend is just as clear. After the corrections of 2023 and 2024, the pre-owned luxury watch market has found its footing. Compared with this time last year, most of the watches crossing our desk are trading higher, not lower, across core Rolex sports models, precious metal pieces and the blue-chip names from Audemars Piguet and Patek Philippe.
Outside Rolex, the Audemars Piguet Royal Oak Chronograph 26331ST and the Patek Philippe Nautilus remain two of the most requested watches we handle. Strong demand, limited supply and steadily rising retail prices make for a simple equation.
Our Take
If you are buying: discontinued references rarely get cheaper. Prioritize full sets and honest condition, especially on a Pepsi.
If you are selling: demand for GMTs and gold Day-Dates is as strong as we have seen it this year. It is a good month to find out what yours is worth. Request a free quote.
If you are trading: we take trades on most Rolex, Audemars Piguet and Patek Philippe models. Steel to gold, sport to dress, one icon for another.
About Exclusive Time Zone
Exclusive Time Zone is an independent luxury watch dealer based in Calgary, Alberta, serving collectors across Canada, including Edmonton, Airdrie, Banff, Canmore, Kelowna, Vancouver, Toronto, Montreal and Windsor. We buy, sell and trade brand new and pre-owned Rolex, Patek Philippe and Audemars Piguet watches. Every watch is authenticated and inspected, every transaction is by appointment, and our pricing is transparent.
Whether you are looking for the best place to buy a Rolex in Calgary, a trusted pre-owned Rolex dealer in Canada, or a fair offer on the watch in your drawer, we would like to be your first call. Browse current inventory, call or text (403) 975-1402, or email sales@etzyyc.com.
Frequently Asked Questions
Is the Rolex Pepsi discontinued?
Yes. Rolex discontinued the stainless steel GMT-Master II "Pepsi" Ref. 126710BLRO, on both Jubilee and Oyster bracelets, at Watches & Wonders 2026. The white gold 126719BLRO was discontinued as well.
Are Rolex prices going up in 2026?
Rolex raised retail prices in January 2026 and again in June 2026, with larger increases on full gold models. On the pre-owned market, most references we trade are higher than a year ago.
Where can I buy a pre-owned Rolex in Calgary?
Exclusive Time Zone in Calgary sells authenticated new and pre-owned Rolex, Patek Philippe and Audemars Piguet watches by appointment, and serves clients across Canada.
Where can I sell my Rolex in Canada?
We buy Rolex, Patek Philippe and Audemars Piguet watches across Canada. Send photos and details for a quote, usually within 24 hours.
Exclusive Time Zone is an independent dealer and is not affiliated with Rolex, Patek Philippe or Audemars Piguet. This article is market commentary and not financial advice. Product photos by Exclusive Time Zone; editorial photos via Unsplash.
Comments