There is so much that the luxury market can learn from its most prominent and valuable brands – not least the importance of quality, but also the balance between supply and demand, and how best to position products so that they appeal to the right corner of the market.
Rolex is a brand that appeals to a broad selection of buyers with its versatile collection of timepieces, all of which are exceptionally high in quality and crafted using the finest techniques and materials, but with different underlying features and core design details.
While the professional collection of watches taps into the needs of the active amongst us, with waterproof features, stop watches, dual watch-face functionality, and more, some of the classic Rolex models are geared towards timeless style and effortless elegance.
The fact is that Rolex has carved out a name for itself as a brand that offers the very best of everything the market could want from a luxury watch. But, with so many different Rolex designs on offer, which are the most popular – and the most expensive – timepieces that have been sold?
In this article, we’re focusing not on the retail price of an authentic Rolex but rather on its auction value.
Why Auction Value Is More Indicative of the Market Than Retail Price
Before we look at the most valuable and high-priced Rolex watches to be sold at auction, it’s important to understand the comparison between auction and retail value.
The retail cost of a Rolex is high, propped up by the waitlist that surrounds each new release and justified by things like the luxury status of the brand, the quality of the materials used, and the marketing campaigns that keep Rolex at the forefront of the market.
However, it’s the auction and second-hand markets that really let us know the relationship between product value and demand, and create a hierarchy between different models and collections.
Because the retail supply of authentic Rolex watches is so limited, the auction and second-hand markets always do well, with the value of a Rolex known to increase exponentially once it has left a retail environment.
Whether maximised by celebrity endorsement, professional achievements, unrivalled marketing, or simply reputation and a high standard of excellence, all of the most popular and sought-after Rolex watches collect high prices at auction. Without further ado, here are some of the Rolexs that have performed particularly well at auction.
The Highest Priced Rolex Watches to Sell at Auction
You won’t be surprised to learn that the highest priced and most expensive Rolex watches to be sold at auction are all either crafted from the finest and rarest materials, have been endorsed by celebrities, are limited-edition pieces, or meet all of the above criteria.
Paul Newman Daytona
The most expensive Rolex watch in the world is the Paul Newman Daytona, which was gifted to Paul Newman by his wife while he was starring in the film Winning. Sold at auction in 2017, this model, which was originally released in 1968, speaks to Newman’s popularity as both a movie star and a race car driver – with the whole design and build of the Rolex Daytona created to facilitate race track driving.
At the time of the auction and its sale, a watch collector said of the Daytona wristwatch:
“This watch appeals to people way beyond the watch world. I don’t recall a watch that has roots and ties in so many [collecting] communities, and it’s an incredibly potent mix. It of course attracts those who love and admire motor sports and cars, it also appeals to people who love Hollywood memorabilia. It’s also a piece of Americana, so it appeals to the American history community.”
The watch sold for $17.8 million in just 10 minutes, in a bidding war between two prospective buyers.
1971 Rolex Daytona Reference 6265 Unicorn
Another notable Rolex Daytona watch is the 6265 Unicorn model, which sold for $5.9 million in 2018 to a private buyer and Rolex collector.
While it’s the story of the Paul Newman Daytona that elevates its value to its incredible figure, the Unicorn model owes much of its price tag to its design. This is the only Rolex Daytona to be made from 18k white gold, which immediately makes it a one-of-a-kind limited-edition model, and something that remains coveted across the market.
Rolex Bao Dai, Based on the 6062 Reference
This Rolex sold at auction for $5.1 million in 2017 – but this wasn’t its first trip to the auction house. Back in 2002, this same watch had been sold at auction for $235,000, which made history as the highest price ever paid for a Rolex at the time.
What this means is that the Rolex Bao Dai owes its present-day value to both its design and to the story behind it. The Bao Dai was first designed for the last emperor of the Nguyen dynasty in Vietnam, with a gold case and black dial that delivers a striking aesthetic, and a powerhouse blend of materials. Diamonds adorn the hour markers, further elevating the material value of this watch that combines history with quality.
Other Notable Models and Their Auction Prices
Some other high-value and sought-after Rolex watches that have sold for high prices at auction include:
- 1942 Antimagnetique Reference 4113, which sold for $2.5 million at auction in 2016
- Rolex GMT ref. 1675, which was worn by Marlon Brando in Apocalypse Now and sold at auction for $1.95 million in 2019
- Eric Clapton’s Daytona, which boasts an Albino white watch face and sold at auction in 2015 for $1.4 million
Suffice to say, quality, design, and endorsement all contribute towards the value and sale price of a single Rolex. If you’re looking for your perfect timepiece, boutique resellers offer an alternative to auction with access to a wide range of models to browse and try for yourself.
