Rumors have been circulating for months, and the market is clearly reacting.
A question we’ve been getting a lot lately is, "Will the Pepsi actually get discontinued?"
Rumors have been circulating for months, and the market is clearly reacting. Dealers have already started raising their asking prices and the surprising part is that buyers are meeting them. Just today, a Pepsi on Jubilee that wasn’t even brand new sold almost instantly for $27,000 in a dealer group chat. Speculation alone seems to be serious fuel for this rumor.
Part of the narrative comes from production challenges. It’s no secret that Rolex has had difficulty manufacturing the red and blue Cerachrom bezel at scale, which has made the Pepsi harder and harder to secure at ADs. At this point, it's almost as difficult to get as a Panda Daytona. This newfound exclusivity combined with consistently strong secondary market demand is the perfect recipe for discontinuation rumors.
