Impact of End-of-Production Models on the Secondary Market: Insights from Watches and Wonders 2026

Chrono24, one of the world's largest online luxury watch marketplaces based in Karlsruhe, Germany, reported significant changes in the secondary market following its coverage of the Watches and Wonders 2026 event held in Geneva, Switzerland, on April 22, 2026. The latest data from Chrono24 reveals a notable shift in collector behavior, especially regarding discontinued models such as the Rolex GMT-Master II “Pepsi” and the revival of the Cartier Roadster.

Rolex GMT-Master II “Pepsi” Demand Surges

The demand for the stainless steel Rolex GMT-Master II "Pepsi" (Ref. 126710BLRO) increased dramatically after the announcement of its discontinuation. Chrono24 observed two major shifts:

Initial Surge: In early March, rumors of production ceasing started to circulate, leading to a staggering 500% increase in purchase inquiries compared to the weekly average in 2025. At the same time, sellers began withdrawing listings in anticipation of price hikes, resulting in a 25% decrease in available stock.

Mid-Period Stabilization: Although demand stabilized afterward, it remained roughly twice the average for 2025, with listings continuing to dwindle.

Final Surge: Following Rolex's official announcement of the GMT-Master II's discontinuation at Watches and Wonders, inquiries surged again, increasing by approximately 500% from the 2025 average, highlighting how formal announcements can significantly drive demand.

Rolex GMT-Master II “Pepsi” in White Gold

(Ref. 126719BLRO): Even Higher Demand

Interestingly, the white gold variant of the “Pepsi” recorded an even stronger demand increase. Purchase inquiries skyrocketed by over 700% compared to 2025 averages in the few weeks following the announcement. Despite this, the number of listed items has steadily decreased since the start of 2026. The limited number of transactions for this high-value piece suggests that current owners may be holding their watches, anticipating future price increases.

Revival of the Cartier Roadster (Ref. W62025V3)

The Cartier Roadster, which ceased production in 2012, made a significant comeback. This revival has triggered a renewed interest in the original model. The increase in purchase inquiries for the original Roadster exceeded tenfold, indicating a revival in the secondary market, albeit on a smaller scale.

While there has been no significant change in the number of listings for the Roadster on Chrono24, the resurgence of interest suggests that current owners are holding onto their timepieces, anticipating price appreciation.

Understanding Market Movements for Discontinued Models

The dynamics of the secondary market were illuminated during Watches and Wonders, showcasing how the perception of rarity can shift market behavior. When Rolex officially announces the discontinuation of a model, demand can suddenly escalate, leading to a rapid decline in supply. Conversely, Cartier’s revival has introduced a different trend. The launch of a revival model has heightened interest in original versions, creating a 'halo effect' in the secondary market.

"The market's response to the Rolex Pepsi follows a well-known pattern. Once discontinuation is confirmed, the market quickly reacts. On the other hand, the Cartier Roadster has introduced a new dimension. The comeback has altered the perception and valuation of the original, drawing interest due to its price advantages that new models do not offer," said Balazs Ferenczi, Head of Brand Engagement at Chrono24.

Analysis Methodology

This report is based on purchase inquiries and listing numbers for various models on the Chrono24 marketplace. The changes are expressed as percentages relative to the 2025 average.

About Chrono24

Founded in 2003, Chrono24 is the world’s leading online marketplace for luxury watches, boasting over 3,000 dealers from more than 150 countries and over 60,000 individual sellers. With around 600,000 watches listed and approximately 9 million monthly visitors, Chrono24 offers a vast array of timepieces, including new, pre-owned, and vintage watches, ensuring secure transactions for both buyers and sellers. Headquartered in Karlsruhe, Germany, the company employs over 350 staff across offices in Berlin, Miami, Tokyo, and Hong Kong.

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