Halo Effect in the Secondary Market!? Changes in Trends Seen from On-site Coverage of Watches and Wonders 2026: Chrono24 Latest Market Data
According to Chrono24's latest data, the discontinuation of Rolex "Pepsi" and the revival of Cartier "Roadster" at Watches and Wonders 2026 have brought significant changes to the luxury watch secondary market. Rolex saw a surge in demand due to scarcity, while Cartier's revival created a "halo effect" that boosted the value of original models.
📋 Article Processing Timeline
- 📰 Published: May 7, 2026 at 18:00
- 🔍 Collected: May 7, 2026 at 09:31
- 🤖 AI Analyzed: May 7, 2026 at 10:03 (31 min after Collected)
Chrono24 (headquartered in Karlsruhe, Germany), the world's largest online marketplace for luxury watches, covered Watches and Wonders 2026 held in Geneva, Switzerland, on April 22, 2026. Chrono24's latest data reveals that there has been an impact on trends in the secondary market. Significant changes in collector behavior on the platform were observed due to the announced discontinuation of the Rolex GMT-Master II "Pepsi" and the revival of the Cartier Roadster.
**Rolex GMT-Master II "Pepsi" (Stainless Steel, Ref. 126710BLRO) sees demand surge, supply decrease**
The discontinuation of the GMT-Master II "Pepsi" has led to two prominent movements on Chrono24.
**First Wave**: When rumors of discontinuation began circulating in early March, purchase inquiries increased by approximately 500% compared to the weekly average in 2025. Simultaneously, listings decreased by about 25% as sellers withdrew items, anticipating price increases.
**Interim Period**: Demand then stabilized but remained high, still about double the 2025 average, and listings further decreased.
**Second Wave**: After Rolex officially announced the discontinuation of the GMT-Master II at Watches and Wonders, purchase inquiries again rose by approximately 500% compared to the 2025 average. The official announcement once again significantly boosted demand.
**Rolex GMT-Master II "Pepsi" (White Gold, Ref. 126719BLRO): Records even higher demand amidst decreasing supply**
The white gold "Pepsi" recorded an even stronger increase in demand than the stainless steel model. Purchase inquiries increased by over 700% in recent weeks compared to the 2025 average.
Meanwhile, the number of listings has continuously decreased since the beginning of 2026. However, this movement occurs within a context where the number of transactions and listings for the white gold model is already quite low due to its high price point.
**Cartier Roadster (Ref. W62025V3): Legendary model revived**
The Roadster made its first comeback since its discontinuation in 2012. This revival stimulated demand for the original model.
Purchase inquiries for the original Roadster increased by more than 10 times, and as a result, although not on a large scale, the secondary market for the Cartier Roadster saw a resurgence.
While there was no significant change in the number of listings on Chrono24, this suggests that current owners are holding onto their watches, anticipating future price increases, as the new release brought renewed attention to the Roadster.
**Why do discontinued models move the market?**
Watches and Wonders once again highlighted how the perception of "scarcity" significantly influences trends in the secondary market. When Rolex officially announces the discontinuation of a model, demand surges within days, and supply rapidly decreases. On the other hand, a different movement is observed with Cartier. The introduction of a revived model increases interest in the original model, creating a "halo effect" in the secondary market.
"The market's reaction to the Rolex Pepsi follows a well-known pattern. Once a discontinuation is officially confirmed, the market reacts immediately. The Cartier Roadster, however, brought a new dynamic. Beyond a temporary surge specific to the new release, the comeback has changed the perception and image of the original model itself. The original model is still available in the market and attracts collectors' interest due to its price advantage, which the new model lacks." — Balazs Ferenczi, Head of Brand Engagement at Chrono24.
**Balazs Ferenczi, Head of Brand Engagement at Chrono24**
**Analysis Method:**
This report is based on the number of purchase inquiries and listings for each model on the Chrono24 marketplace. All change rates are calculated as percentages based on the 2025 average values.
**About Chrono24**
Founded in 2003, Chrono24 is the world's largest online marketplace for luxury watches. With over 3,000 dealers and more than 60,000 private sellers from over 150 countries, approximately 600,000 watches are listed, and the site receives about 9 million visitors each month. From new to pre-owned and vintage watches, a wide variety of timepieces are listed from all over the world, and various services are provided to ensure safe and secure transactions for both sellers and buyers.
**Rolex GMT-Master II "Pepsi" (Stainless Steel, Ref. 126710BLRO) sees demand surge, supply decrease**
The discontinuation of the GMT-Master II "Pepsi" has led to two prominent movements on Chrono24.
**First Wave**: When rumors of discontinuation began circulating in early March, purchase inquiries increased by approximately 500% compared to the weekly average in 2025. Simultaneously, listings decreased by about 25% as sellers withdrew items, anticipating price increases.
**Interim Period**: Demand then stabilized but remained high, still about double the 2025 average, and listings further decreased.
**Second Wave**: After Rolex officially announced the discontinuation of the GMT-Master II at Watches and Wonders, purchase inquiries again rose by approximately 500% compared to the 2025 average. The official announcement once again significantly boosted demand.
**Rolex GMT-Master II "Pepsi" (White Gold, Ref. 126719BLRO): Records even higher demand amidst decreasing supply**
The white gold "Pepsi" recorded an even stronger increase in demand than the stainless steel model. Purchase inquiries increased by over 700% in recent weeks compared to the 2025 average.
Meanwhile, the number of listings has continuously decreased since the beginning of 2026. However, this movement occurs within a context where the number of transactions and listings for the white gold model is already quite low due to its high price point.
**Cartier Roadster (Ref. W62025V3): Legendary model revived**
The Roadster made its first comeback since its discontinuation in 2012. This revival stimulated demand for the original model.
Purchase inquiries for the original Roadster increased by more than 10 times, and as a result, although not on a large scale, the secondary market for the Cartier Roadster saw a resurgence.
While there was no significant change in the number of listings on Chrono24, this suggests that current owners are holding onto their watches, anticipating future price increases, as the new release brought renewed attention to the Roadster.
**Why do discontinued models move the market?**
Watches and Wonders once again highlighted how the perception of "scarcity" significantly influences trends in the secondary market. When Rolex officially announces the discontinuation of a model, demand surges within days, and supply rapidly decreases. On the other hand, a different movement is observed with Cartier. The introduction of a revived model increases interest in the original model, creating a "halo effect" in the secondary market.
"The market's reaction to the Rolex Pepsi follows a well-known pattern. Once a discontinuation is officially confirmed, the market reacts immediately. The Cartier Roadster, however, brought a new dynamic. Beyond a temporary surge specific to the new release, the comeback has changed the perception and image of the original model itself. The original model is still available in the market and attracts collectors' interest due to its price advantage, which the new model lacks." — Balazs Ferenczi, Head of Brand Engagement at Chrono24.
**Balazs Ferenczi, Head of Brand Engagement at Chrono24**
**Analysis Method:**
This report is based on the number of purchase inquiries and listings for each model on the Chrono24 marketplace. All change rates are calculated as percentages based on the 2025 average values.
**About Chrono24**
Founded in 2003, Chrono24 is the world's largest online marketplace for luxury watches. With over 3,000 dealers and more than 60,000 private sellers from over 150 countries, approximately 600,000 watches are listed, and the site receives about 9 million visitors each month. From new to pre-owned and vintage watches, a wide variety of timepieces are listed from all over the world, and various services are provided to ensure safe and secure transactions for both sellers and buyers.