The Rolex Pepsi is getting harder to find, and prices are going up. If you are thinking about buying one, now might be the time to act. Many authorized dealers have stopped receiving stock and are telling waitlist customers no more deliveries are coming.
Purchase requests on Chrono24 jumped over 500% in the first week of March 2026, according to Bloomberg (source). Watches & Wonders Geneva, an annual watch fair, is in April, and that has fueled speculation about a potential announcement.
This Rolex Pepsi buying guide covers every major reference, what each costs in 2026, how to spot a fake, and which one fits your budget. Read through before you make a move.
What Is the Rolex Pepsi?
The “Rolex Pepsi” is any GMT-Master or GMT-Master II with a red and blue bezel. The nickname comes from the color match with the Pepsi logo.
The red half marks daytime hours (6:00 to 18:00) and the blue half marks nighttime (18:00 to 6:00). Pan American Airways pilots used this to track two time zones at once on long international flights, starting in 1955.
The Pepsi spans 70 years, three different bezel materials, and a price range from around $10,000 for a used aluminum-bezel example to over $70,000 for the white gold version with a meteorite dial.
How Did the Rolex Pepsi Bezel Change Over the Years?
The Rolex Pepsi bezel went through three material changes over 70 years. It started with Bakelite plastic in 1955, moved to aluminum in 1956, and finally switched to Cerachrom ceramic in 2014.
Each change affected how the watch looks, how it ages, and what it costs today. Here is a breakdown of each Pepsi generation.
1. Bakelite Bezel: Ref. 6542 (1955–1959)
The first Pepsi used a Bakelite plastic bezel insert, an early form of hard plastic. It was fragile and prone to cracking in heat. Rolex switched to aluminum inserts as early as 1956, while the ref. 6542 was still in production. The reason was the Bakelite material contained radium, which the U.S. Atomic Energy Commission flagged as radioactive.
Surviving examples with original Bakelite bezels intact are extremely rare. This is a collector’s piece, with limited practicality for most buyers reading this.
2. Anodized Aluminum Bezel: Ref. 1675 Through Ref. 16710 (1959–2007)
The ref. 1675 launched in 1959 with the aluminum bezel. It stayed the standard on Pepsi models for nearly 50 years. The color fades over time, and collectors are split on it.
Some pay a premium for a “tropical” fade, where the red mellows into orange and the blue lightens. Others want the colors sharp and crisp. It is one of the most debated topics on forums like Rolex Forums and Reddit r/Watches.
3. Cerachrom Ceramic Bezel: Ref. 116719BLRO and 126710BLRO (2014–Present)
Cerachrom is Rolex’s own ceramic material. It is highly scratch-resistant, UV-stable, and the color does not fade over time. The 24-hour markings are filled with a thin platinum coating applied through a process called PVD (physical vapor deposition).
This is the modern standard and the version most buyers are shopping for today.
Which Rolex Pepsi Reference Should You Buy?
The right Pepsi depends on your budget and how you plan to use it. Some references are better for daily wear, others are strictly for collectors.
Here is a breakdown of every major option worth knowing.
1. Ref. 126710BLRO (2018–Present): Best for Most Buyers
The ref. 126710BLRO is the right call for most buyers. It is the only Pepsi currently in production and the only one you can buy new at retail. It is also the most practical option for daily wear.
The movement inside is the Caliber 3285. It replaced the older Caliber 3186 and brought two meaningful upgrades. First, the power reserve jumped from 48 hours to 70 hours. That means if you take it off Friday night, it is still running Monday morning. Second, the Chronergy escapement is 15% more energy efficient, which contributes to that longer reserve.
The biggest practical upgrade is how you set local time. On the 3285, you can jump the local hour hand in one-hour increments using the crown, without disrupting the running movement. The 3186 had the same independent hour hand, but the 3285 refined the mechanism and added improved shock and magnetic resistance.
The case is 40mm in diameter, made from Oystersteel (Rolex’s 904L stainless steel). It has a sapphire crystal, which is harder than standard glass and highly scratch-resistant. It also has Chromalight lume on the hands and markers, which glows blue in the dark. Lug-to-lug is 48mm, worth measuring against your wrist before buying.
On the Bracelet: Jubilee or Oyster?
When the 126710BLRO launched at Baselworld 2018, it came on a Jubilee bracelet only. Rolex added the Oyster bracelet in 2021.
| Bracelet | Feel | Best For |
| Jubilee (5-link) | Dressy, flexible, softer on the wrist | Everyday wear, formal occasions, smaller wrists |
| Oyster (3-link) | Sporty, stiffer, more structured | Outdoor use, larger wrists, casual wear |
Both are excellent. Full-set Jubilee examples from 2018 to 2020 are becoming more collectible as the original configuration of the modern Pepsi. If resale value matters to you, a clean 2018–2019 Jubilee example with box and papers is the stronger long-term hold.
2. Ref. 16710 (1989–2007): Best Vintage Entry Point
The ref. 16710 is the most accessible vintage Pepsi, trading between $12,000 and $17,000 on the secondary market. It ran on the Caliber 3185, with later examples using the updated Caliber 3186. Both are solid, COSC-certified movements with independently adjustable local hour hands.
The 16710 uses a sapphire crystal, replacing the acrylic used on earlier models like the 1675. The aluminum bezel is the main reason collectors gravitate here. The aged red and blue look has character the ceramic bezel cannot replicate.
The tradeoff is bezel condition. Consistent, even fading is seen as a good thing. Blotchy or heavily worn sections read as damage, and that difference can shift value by $2,000–$4,000.
Before buying a 16710, check these four things:
- Bezel fade: Is it even and gradual, or patchy and uneven?
- Case finish: Has it been polished? Original brushed finishing on the case flanks and lugs matters to collectors. A mirror-polished case loses significant value.
- Dial originality: A repainted or refinished dial kills resale value. Look for consistent aging, matching lume plots on the dial and hands, and no signs of restoration work.
- Service history: Most 16710s have no documentation. Budget an extra $500–$1,000 for a service when you buy.
3. Ref. 1675 (1959–1980): For Experienced Collectors Only
The ref. 1675 ran for 21 years, and a lot changed during that time. Prices range from roughly $25,000 to over $50,000 depending on dial condition, originality, and configuration.
Pointed crown guard (PCG) variants from early production fetch the highest prices. Gilt dials from the 1960s are worth more than the matte dials from the 1970s. The PCG variants were only produced in the first few years of the run, making them significantly rarer.
This is not a reference for first-time buyers. Fakes and frankenwatches (watches built from parts of different watches) are common at this price point. A trusted dealer and independent authentication are not optional here.
4. Ref. 126719BLRO (White Gold): The Underrated Option
The white gold Pepsi starts at around $42,900 at retail, but it trades at a lower percentage premium over retail than the steel version. The steel 126710BLRO regularly sells at 61–137% above retail. The white gold 126719BLRO typically trades at 35–63% above retail.
If you can afford the price, the white gold version is a less distorted entry into the modern ceramic Pepsi. It runs on the same Caliber 3285 in the same 40mm case with the same bezel. The only difference is the 18k white gold case material.
What Does Each Rolex Pepsi Cost Right Now?
Here is the full price picture across key references, based on secondary market data from Q1 2026. Prices vary depending on condition, bracelet type, and whether the watch comes with its original box and papers.
| Reference | Era | Retail Price | Secondary Market | Premium Over Retail |
| 126710BLRO (Steel) | 2018–present | ~$11,800 | $19,000–$28,000+ | 61–137% |
| 126719BLRO (White Gold) | 2014–present | ~$42,900 | $58,000–$70,000+ | 35–63% |
| 16710 (Aluminum) | 1989–2007 | Discontinued | $12,000–$17,000 | N/A |
| 16700 (Aluminum) | 1988–2001 | Discontinued | $10,000–$14,000 | N/A |
| 1675 (Vintage) | 1959–1980 | Discontinued | $25,000–$50,000+ | N/A |
| 6542 (Bakelite) | 1955–1959 | Discontinued | $40,000–$80,000+ | N/A |
Box and papers on a modern reference typically add $1,500–$3,000 to the asking price. On vintage references, especially the 1675, original papers can shift value significantly more, sometimes $5,000 or higher.
The steel 126710BLRO has the highest markup over retail in the lineup. That is part of why the white gold version is worth a closer look if you can afford the price.
Should You Buy the Rolex Pepsi Now or Wait?
If you can find a clean 126710BLRO at a fair price, buying now is the lower risk move. Prices are rising, stock is thinning, and upcoming market cycles could push prices in either direction.
Rolex has not confirmed anything yet. Until then, here is how to think about it based on your situation.
Scenario 1: Buy now. If you find a clean example at a fair price, buying now is the lower risk path. When Patek discontinued the Nautilus 5711 in 2021, secondary market prices jumped 25–49% within days. They did not drop. Rolex discontinuations tend to follow the same direction.
Scenario 2: Wait. If you want to see the new model first, that is a reasonable choice. The risk is that post-announcement prices on a new reference start high and take time to settle.
Scenario 3: Go vintage. If current secondary market prices have already priced you out, the ref. 16710 is a solid option. The discontinuation rumor does not push aluminum-era prices the same way it does modern ceramic references.
If you are ready to buy now, you can browse authenticated Rolex Pepsi listings at Majestix Collection.
How to Spot a Fake Rolex Pepsi
Counterfeits of the 126710BLRO have gotten much better over the years. Some fakes are convincing enough to fool a casual buyer. Here are the five areas where they almost always give themselves away.
1. Cerachrom Bezel
The genuine bezel has a clean color transition from red to blue. The dividing line is crisp and consistent around the full ring. The 24-hour markers are filled with actual platinum via PVD coating, so they look precise and slightly raised. On fakes, the markers often look printed, flat, or slightly blurry up close.
2. Cyclops Lens
The Cyclops lens sits slightly above the sapphire crystal surface. The magnification is exactly 2.5x and the date should look sharp and centered with no distortion at the edges. On fakes, the lens often magnifies unevenly, the date looks off-center, or the protrusion looks misaligned when you view it from the side.
3. Rehaut Engraving
The rehaut is the inner ring that sits between the dial and the crystal. On a genuine 126710BLRO, it has laser-etched “ROLEX ROLEX ROLEX” text that is perfectly even in size and spacing all the way around. Under a loupe, each letter is sharp and clean. On fakes, the text is often shallow, smeared, or inconsistent in depth.
4. Caseback
All standard production 126710BLRO models have a smooth, plain caseback with no engravings on the outside. If you see text, logos, or decorative engravings on the caseback of a supposedly standard model, that is a clear red flag. Genuine Rolex casebacks are flat, brushed, and completely plain. Any deviation from that is worth walking away from.
5. Weight and Rotor
A genuine 126710BLRO feels solid and substantial in hand. The Caliber 3285 rotor moves with a smooth, weighted sweep when you tilt the watch. If the watch feels noticeably light or the rotor sounds rough and scratchy when you move it, that points to a cheap movement inside. Do not dismiss that feeling.
Final Thoughts on Rolex Pepsi Buying Guide
This Rolex Pepsi buying guide comes down to picking the right reference for your budget and goals. The 126710BLRO is the safest buy right now, but prices are rising and stock is thin heading into April 2026.
For most buyers, the 126710BLRO is the right call. If the secondary market price is too high, the ref. 16710 is a solid alternative at $12,000–$17,000. Skip the ref. 1675 unless you are an experienced collector who knows how to verify originality.
Cross-reference pricing on Chrono24, buy from a dealer with a written authenticity guarantee like Majestix Collection, and always ask for box and papers. If you are buying pre-owned, have the watch pressure-tested for water resistance before wearing it daily, especially on older references like the 16710 and 1675.
