Rolex doesn’t exactly struggle to make the Daytona desirable. Add unique gem-set configurations, charitable provenance and an auction room full of collectors, however, and get particularly tasty – to the tune of $49.4m.
On 28 September, Phillips auctioned four one-off Rolex Cosmograph Daytonas in London, with all proceeds going to the Federer Foundation and conservation organisation Re:wild.
Created as part of Rolex’s Perpetual Planet Initiative, the quartet took inspiration from the four seasons, with each watch using a different combination of coloured gemstones, finishes and gem-setting techniques to evoke spring, summer, autumn and winter [as seen in the photo above, left to right].
The project offered a rare showcase for the brand’s more flamboyant side. The Daytona may have begun life as a motorsport chronograph, but gem-set examples have become some of the model’s most coveted modern iterations – particularly when Rolex decides to stray from the standard catalogue.
Spring combines an 18ct white-gold case with a chrysoprase dial and lepidolite counters, finished with purple sapphires and diamonds – and sold for $9m.
Summer turns up the colour with an 18 ct Everose-gold case, turquoise dial and heart of ruby counters, complemented by pink sapphires and diamonds – and sold for $13.65m.
Autumn brings together 18 ct yellow gold and a mookaite dial with chrysoprase counters, accented by green tourmalines and diamonds – and sold for $13.5m.
And finally Winter pairs 950 platinum with a blue opal dial and lapis lazuli counters, alongside diamonds and a bezel set with sapphires graduating from blue to fuchsia – and sold for $13.2m.
The Spring Rolex Oyster Perpetual Cosmograph Daytona in 18ct white gold sold for $9m.
The Summer Rolex Oyster Perpetual Cosmograph Daytona in 18ct Everose gold sold for $13.65m
The Autumn Rolex Oyster Perpetual Cosmograph Daytona in 18ct yellow gold sold for $13.5m.
The Winter Rolex Oyster Perpetual Cosmograph Daytona in 950 platinum sold for $13.2m.
There is some heavyweight star power behind the causes, too. The Federer Foundation, established by longtime Rolex ambassador Roger Federer, supports early education programmes for children across Southern Africa and Switzerland. Re:wild, co-founded by Leonardo DiCaprio, works to protect and restore threatened ecosystems around the world.
“True excellence is measured not only by the quality of our products, but also by the positive impact we can have on the world,” says Rolex CEO Jean-Frédéric Dufour.
The auction forms part of Rolex’s wider Perpetual Planet programme, which supports projects spanning conservation, exploration, ocean protection and wilderness preservation.
See more at rolex.com
