A rare and extraordinary Rolex is set to draw global attention as it heads to auction this Sunday at Sotheby’s in Geneva. This 1999 platinum Rolex Daytona is an exceptional timepiece not only because of its craftsmanship but also because of its near-mythical origin. Expected to sell for as much as $1.7 million, the watch has captured the interest of high-end collectors worldwide. Crafted in platinum, a material Rolex officially introduced to the Daytona line only in 2013, the watch predates the brand’s public use of the metal by more than a decade. Its dial is fashioned from mother-of-pearl and adorned with 10 diamonds, enhancing its rarity and opulence.
What makes this timepiece truly remarkable is that it was not part of Rolex’s standard offerings. It was custom-made upon private commission, an exceedingly rare occurrence for the brand, which is known for its strict production controls. According to Sotheby’s senior watch specialist Pedro Reiser, such commissions are almost nonexistent in the Rolex universe, contrasting with other luxury watchmakers who occasionally offer this level of personalization. Only four examples of this custom series are known to exist, all created for one family, each featuring a unique dial. The one going to auction is the last available to the public, and it is the only one in the set to feature a diamond-set dial, making it stand out even among its exclusive siblings.
While there are unconfirmed rumors that the watch may have links to former Rolex CEO Patrick Heiniger, who led the company from 1992 to 2008, there is no verified connection. Heiniger was known for his affinity for platinum watches, though mainly favoring the Day-Date models. Still, the story adds an air of mystique to the piece. The fact that Rolex secretly produced a platinum Daytona back in 1999, when the line was officially only available in stainless steel, yellow gold, and white gold, adds further intrigue.
With rare watches gaining momentum as serious investment assets — having increased over 125% in value over the last decade — this auction underscores the growing global appetite for exclusive, historically significant timepieces.
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