Rolex has recently removed several models from its catalogue, including one of its most recognisable, most-loved watches.
As reported this week by Grey Market Magazine, the changes have been identified through updates to the brand’s website and retailer listings rather than any formal announcement from The Crown.
The most notable absence is the Rolex GMT-Master II “Pepsi”.
The red and blue bezel model, reintroduced in steel in 2018, has been one of the most in-demand Rolex watches of the past decade. Both steel versions, along with white gold variants, no longer appear in the current line-up.
Also discontinued is the Rolex Submariner “Cookie Monster”, a white gold Submariner with a blue bezel and black dial. While not a high-volume model, it offered a less conventional, fan-favourite take on the Submariner range.
Its removal leaves no white gold Submariner in production.
Several dial variations have also been cut. The Rolex Datejust 41 Azzurro, known for its unsual pale blue tone and Roman numerals, has been removed across multiple configurations. The same is true of the Rolex Day-Date 36 Turquoise Dial, which had been offered in a wide range of precious metal references since its introduction.
A fifth change is a bit more niche. Rolex has discontinued diamond pavé dial versions of the YachtMaster, removing one of the more overtly jewellery-led takes on its sports watch line (it introduced an all-new version of the YachtMaster last week).
This mini-cull also extends to newer models.
The Rolex Perpetual 1908, launched in 2023 as a replacement for the dressy Cellini line, has seen certain versions discontinued, including those fitted with brown leather straps in white gold and platinum.
Taken together, the removals suggest a continued effort by Rolex to reshuffle its catalogue, like a particularly attentive politician. Some changes are routine adjustments, particularly among those lower-volume configurations.
Others, such as the disappearance of the classic Pepsi GMT-Master II, are more significant and have already an impact on the secondary market, where prices are going predictably bananas.
Unsurprisingly, discontinued Rolex models tend to attract increased attention from collectors, particularly when supply was already limited.
Whether these watches return in updated form anytime soon is a decision between The Crown and the mysterious machinations of its Swiss R&D department.
Watch this space.