Chrono24 data shows immediate market reactions to Watches & Wonders 2026 announcements

Karlsruhe (Germany),April 23, 2026 –The first data from Chrono24 captures how the secondary market is responding in real time to the biggest announcements at Watches & Wonders 2026 in Geneva. Two stories are dominating collector behavior on the platform: the confirmed discontinuation of the Rolex "Pepsi" and the surprise comeback of the Cartier Roadster.

Rolex GMT-Master II "Pepsi" (Steel, Ref. 126710BLRO): Demand surges, supply dries up

The "Pepsi" discontinuation triggered two distinct waves of market reaction on Chrono24:

• First wave (early March): When the first rumors surfaced, purchase requests surged by approximately 500% compared to the 2025 weekly average. Active listings dropped by roughly 25% as sellers pulled inventory.
• Interim period: Demand settled but remained elevated at roughly twice the 2025 average, while listings continued to decline.
• Second wave (mid-April): When Rolex officially removed the model from its catalog at Watches & Wonders, purchase requests spiked again to approximately 500% above the 2025 average, confirming that the official announcement reignited buyer urgency.

Rolex GMT-Master II "Pepsi" (White Gold, Ref. 126719BLRO): Lower volumes

The white gold "Pepsi" shows an even more pronounced demand reaction. Purchase requests surged by more than 700% compared to the 2025 average in the weeks surrounding the announcement. Active listings have declined steadily since the beginning of 2026, while purchase requests have spiked sharply in the weeks surrounding the announcement. The dynamics mirror the steel version, though at lower transaction volumes given the higher price point of the reference.

Cartier Roadster (Ref. W62025V3): Nostalgia drives a revival

Cartier's announcement of the Roadster comeback, the model's first return after being discontinued in 2012, has sparked a wave of interest in the original:

• Purchase requests for the original Roadster have increased more than tenfold, having a revitalizing effect on the market for pre-owned Cartier Roadsters, though from a previously low base.
• Active listings remain stable, suggesting that current owners are not rushing to sell, potentially holding out for further price appreciation as the new model generates renewed attention for the collection.

Context: Why discontinued models move markets

Watches & Wonders has once again demonstrated how perceived scarcity drives secondary market dynamics. The pattern is consistent: when Rolex confirms a model's end of production, demand surges and supply contracts within days. For Cartier, the dynamic is different: a new model revival lifts interest in the original, creating a "halo effect" on the secondary market.

Balazs Ferenczi, Head of Brand Engagement at Chrono24: "The Pepsi reaction follows a pattern we've seen before: once discontinuation is confirmed, the market moves fast. But the 'Cartier Roadster effect' adds a new dimension. Instead of just creating 'new model' hype, a relaunch rehabilitates the original’s reputation. It forces collectors to recognize that the first generation is sitting right there, ready to be bought, and offers a value proposition the new version can’t yet match."

Methodology:

Data is based on purchase request volumes and active listing counts on Chrono24's global marketplace for the referenced models. Changes are expressed as percentage movements against the 2025 average.