Each Spring, the world’s most passionate horology community gathers in Geneva for Watches and Wonders, a weeklong event that sets the tone for the watch industry in the year ahead. It is also when many major brands announce which models will be discontinued, making it a pivotal moment for collectors.
As of late February 2026, reports suggest that the stainless steel Rolex GMT-Master II “Pepsi” (ref. 126710BLRO) has been discontinued, with authorized dealers confirming they will no longer receive new stock of the red-and-blue ceramic bezel version. Although Rolex has not issued an official statement, the model has quietly disappeared from many authorized dealer websites.
So, what should collectors do when a Rolex or Patek model is discontinued?
“For most brands, a discontinued model quietly fades from the catalog, but for Rolex and Patek Philippe, it can feel like a market‑moving event,” says Eddie Goziker, Brand President of Wrist Aficionado. “When these two industry heavyweights retire a reference, it affects everything from prices and demand to the way collectors view the watch in a historical context.”
Eddie’s advice for collectors who already own a Rolex or Patek that gets discontinued is straightforward:
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Keep: If you love the watch, discontinuation generally makes it even more satisfying to keep. You’re now wearing a piece of catalog history.
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Sell: If you were planning to sell anyway, a well‑timed sale after discontinuation news can sometimes yield a better price—though trying to time the absolute peak is risky.
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Insure and document: As values move, updating insurance and maintaining thorough documentation (service history, photos, serial numbers) becomes increasingly important.
For those on the outside looking in, discontinuation changes the game.
Buyers will likely be shopping almost exclusively on the secondary market, where patience and a clear idea of the desired reference and configuration are crucial. It is often more important to buy from the right dealer than from the cheapest one—paying more now for top condition is frequently smarter than upgrading later.
“When a Rolex or Patek Philippe model is discontinued, its life as a collectible is really just beginning,” Eddie adds. “Production stops, but the story, the market, and the emotional connection among collectors continue to evolve for decades. This psychological shift often increases emotional attachment and makes owners less willing to sell, further tightening supply.”
For Rolex, this effect is especially visible in steel sports models and unusual configurations. For Patek, it often centers on the Nautilus, Aquanaut, and key complications. Discontinuation doesn’t guarantee long‑term gains, but it significantly increases the chance that a watch will behave more like a collectible than just a luxury good. [Read about the list of Discontinued Patek Philippe Watches for 2025.]
It’s easy to assume that “discontinued” automatically equals “future grail,” but that’s not always the case. Collectors are encouraged to consult trusted watch industry experts before making any investment decisions.
