From CNBC: 2025-05-10 08:00:00

A rare 1999 platinum Rolex Daytona with a mother-of-pearl dial and diamond hour markers is set to be auctioned by Sotheby’s Geneva, potentially fetching up to $1.7 million. This custom-made watch is one of only four known to exist, each made for the same family with different dials, and has already sold for over $3 million.

The platinum Rolex Daytona was privately commissioned, a rarity for Rolex, and stands out for its unique features. While there are rumors that the watch may have been linked to former Rolex CEO Patrick Heiniger, there is no confirmed connection. The watch’s creation in 1999 predates Rolex’s public introduction of platinum models in 2013, adding to its allure.

In a market where rare watches are increasingly seen as investments, the value of luxury timepieces has risen significantly. Watches have seen a 125% increase in value over the past decade, making them a top-performing luxury investment. Despite a slight cooling in prices, the long-term growth rate of 52.7% indicates continued demand from collectors, including a new wave of under-30 buyers.



Read more at CNBC: Rare platinum Rolex heads to auction, could fetch $1.7 million