Watches
Rolex’s 2026 Releases Feel Different – The Rumored End of “Pepsi” Only Adds to the Drama
May
Every year, the watch world waits for Rolex announcements with a mixture of excitement, skepticism, and unrealistic optimism. Somehow, the Crown still manages to dominate conversations during Watches Market no matter how predictable the cycle seems beforehand.
2026 marks 100 years since Rolex introduced the original Oyster case, and the anniversary releases lean heavily into that history. Some of the new models feel playful. Others feel unusually technical. A few already look destined to become impossible-to-get collector pieces within months – not that anyone expected otherwise.
And then there’s the growing rumor surrounding the GMT-Master II “Pepsi.” More on that later.
The Oyster Perpetual Turns 100
The anniversary Oyster Perpetual models are probably the most symbolic releases of the year. Rolex could’ve gone overly nostalgic here. Instead, it did something more restrained.
The new Oyster Perpetual 36 and Oyster Perpetual 41 arrive in yellow Rolesor with subtle anniversary details scattered throughout the replica watch. Green minute markers, special crown engravings, and a discreet “100 years” signature at 6 o’clock quietly reference the original 1926 Oyster.
Both models run on the familiar Caliber 3230 with a 70-hour power reserve. No surprises mechanically, but that almost feels intentional. Rolex clearly wanted the focus to stay on the celebration itself rather than on technical reinvention.
Then there’s the more controversial release: the colorful Oyster Perpetual 36 with the redesigned Jubilee-inspired dial.
Collectors immediately compared it to the quirky “Celebration” and balloon-dial Oyster Perpetuals from recent years. Some people will absolutely hate it. Others will spend the next six months trying to get one through an authorized dealer who mysteriously “hasn’t received any allocations.”
The Return of the Yacht-Master II
Honestly, this might be the most surprising release Rolex announced all year.
The Yacht-Master II disappeared in 2024, and a lot of people assumed it was gone for good. It was always one of the strangest watches in the catalog – huge, complicated, and unapologetically niche.
The redesigned version keeps the regatta countdown concept but replaces the old Ring Command operation with a more traditional dual-pusher setup. That sounds like a small change, but it fundamentally alters how approachable the watch feels.
At 44mm, it’s still massive. There’s really no way around that. But the cleaner functionality makes the watch feel less intimidating than older references.
And to be fair, Rolex doesn’t make many watches purely for the sake of mechanical weirdness anymore. The Yacht-Master II still does.
Jubilee Gold Might Be the Quiet Star of the Year
The new Day-Date 40mm in Jubilee gold could easily become one of those watches collectors obsess over years later.
Rolex describes Jubilee gold as a blend of soft yellow, warm gray, and subtle pink tones. On paper, that sounds almost overly poetic. In reality, the alloy appears noticeably calmer than traditional yellow gold.
Paired with the green aventurine dial, the watch has an unusual softness to it. Less aggressive. Less flashy. More mature, maybe.
And yes, it’s off-catalog. Which means most people will never even see one in person.
Rolex knows exactly what it’s doing there.
The Daytona Everyone Will Want
Predictably, the new off-catalog Daytona is already stealing attention online.
The combination sounds simple enough:
- steel,
- platinum accents,
- anthracite ceramic bezel,
- white Grand Feu enamel dial.
But somehow the result feels completely fresh.
The metallic sheen of the new Cerachrom bezel material changes the personality of the watch more than expected. Under certain lighting, it almost looks liquid. Then the enamel dial brings everything back into classic Daytona territory.
It’s one of those watches that photographs well but will probably look much better in person.
Unfortunately, almost nobody reading about it will ever get the call from their dealer.
Again, that’s just part of the Rolex ecosystem now.
Is Rolex Really Killing the “Pepsi”?
Now we get to the rumor dominating collector discussions.
Reports from dealers and secondary-market sellers increasingly suggest that the stainless steel GMT-Master II “Pepsi” is quietly disappearing from allocation lists. Rolex hasn’t confirmed anything officially -and probably never will – but longtime collectors know how these things usually go.
If the “Pepsi” really is leaving the catalog, it would mark the end of one of the most recognizable modern Rolex sports watches. For many collectors, the red-and-blue bezel isn’t just a design choice anymore. It’s become shorthand for the entire GMT category.
At the same time, the reality is a little awkward: most enthusiasts already couldn’t buy one at retail anyway.
Secondary-market prices have remained elevated for years, and according to reporting from Chrono24, demand spikes whenever discontinuation rumors start circulating.
None of this is surprising. Scarcity is practically part of the product now.
Five Rolex “Pepsi” Alternatives Worth Considering
Here’s the interesting part: there are actually several genuinely good alternatives now, and some of them don’t feel like substitutes at all.
| Model | Approx. Price | Character |
|---|---|---|
| Seiko 5 Sports GMT SSK047 | ~$700 | Fun, affordable everyday GMT |
| Citizen Series 8 GMT | ~$1,200 | Modern integrated-bracelet design |
| TAG Heuer Aquaracer GMT | ~$3,500 | Sporty and angular |
| NOMOS Club Sport Worldtimer | ~$4,500 | Creative, unconventional approach |
| Tudor Black Bay GMT | ~$4,500 | Closest emotional match to Rolex |
The Tudor Black Bay GMT still feels like the strongest alternative overall. That’s not exactly shocking given Tudor’s relationship with Rolex, but the watch has developed its own identity over time.
The warmer bezel tones, vintage-inspired details, and slightly more rugged personality help separate it from the replica Rolex GMT-Master II rather than simply imitate it.
That distinction matters more than people think.
Meanwhile, NOMOS probably deserves the most credit for originality. The Club Sport Neomatik Worldtimer doesn’t really try to copy Rolex aesthetics directly. Instead, it reinterprets the whole idea of a travel watch through a distinctly German lens.
Some lean heavily into heritage. Others experiment with materials or functionality. A few seem designed almost entirely to fuel collector obsession – especially the off-catalog pieces.
Still, the biggest story may not be a new release at all.
If the GMT-Master II “Pepsi” truly disappears, it’ll mark the end of one of the defining modern Rolex references. Whether that discontinuation ends up being temporary or permanent, the reaction already says a lot about where watch collecting stands today.
People aren’t just buying watches anymore. They’re chasing symbols, stories, access, and sometimes the feeling of finally getting something they were told they couldn’t have.
