This week saw the unveiling of one of Rolex’s ‘holy grail’ watches—a one-of-a-kind Rainbow Rolex Daytona (pictured below), crafted all the way back in the early 90s for a special client in the Middle East. This, therefore, isn't just one of the many colourful releases we've seen since the 2012 'Rainbow' Daytona—this is the very first seen iteration of the concept.
Resurfacing on a Phillips auction house listing nearly ten years after rainbow watches went mainstream, this slice of Rolex history is expected to fetch well over $3.5M—but that’s just the tip of the iceberg as far as Rolex auctions go. Here’s some of the biggest-ticket watch sales seen by Rolex’s storied models:
Paul Newman’s Rolex Daytona (Ref. 6239): $17.75 million
The Paul Newman Daytona refers to any Rolex Oyster Perpetual Cosmograph Daytona with reference numbers 6239, 6241, 6262, 6263, 6264, or 6265, featuring specific exotic dial color combinations like panda, reverse panda, or anthracite. This iconic watch, known for its connection to actor Paul Newman, made history when it sold for $17.75 million in October 2017, becoming the most expensive wristwatch ever sold at the time. Today, it remains the third most expensive watch at auction, surpassed only by two Patek Philippe grand complications, underscoring the significance of provenance in the auction world. it also bears the curiously themed engraving of “Drive Carefully, Me”, seemingly a common phrase shared between Newman and his wife Joanne Woodword.
Rolex Unicorn Daytona (Ref. 6265): $5.9 million
The Rolex Daytona Ref. 6265, nicknamed “The Unicorn,” is a one-of-a-kind white gold vintage Daytona, making it incredibly rare. It fetched $5.9 million at the Phillips Daytona Ultimatum sale, marking it as the second most expensive Rolex ever sold. The Sigma symbol on the dial indicates that the watch was made of solid gold, a practice followed by Swiss watchmakers in the 1970s . Gold Daytonas were quite rare, especially since most were made for the American market; this particular piece was consigned by Italian watch collector John Goldberger, who bought it eight years ago and generously decided to donate the sale proceeds to Children Action, a Geneva-based charity focused on improving the lives of young people.
Paul Newman’s Rolex Daytona (Ref. 6263): $5.47 million
Another noteworthy Daytona owned by Paul Newman was the reference 6263, known as "Big Red" due to the bold red "DAYTONA" text above the 6 o’clock subdial. This watch was a gift from his wife Joanne in 1983, who inscribed the back with "Drive Slowly Joanne." Newman wore this watch almost daily until he passed it on to his daughter, Clea Newman Soderlund. In 2020, Clea auctioned the 6263 for $5.475 million, making it the third most expensive Rolex ever sold. Newman also received a third Rolex Daytona, a modern white gold reference 116519, inscribed with "Drive Very Slowly Joanne," which he wore in his later years. The current whereabouts of this third Daytona remain unknown.
Rolex Marlon Brando GMT-Master (Ref. 1675): $5.1 million
Marlon Brando's iconic Rolex GMT-Master, worn in Apocalypse Now and famously modified by Brando himself by removing the bezel and engraving his name on the caseback, made headlines again at a recent Geneva auction. Originally sold in 2019 for $1.95 million, the watch stunned the market by fetching $5,124,783 this past weekend. This more than doubled its price from just four years ago, despite initial skepticism about its potential to surpass the previous sale. The watch was part of a single-owner collection from mega-collector Mohammed Zaman, whose auction brought in nearly $38 million. The sale highlights the enduring appeal and escalating value of historically significant timepieces, even in a market that's seen some cooling since its pre-pandemic peak.
Rolex Bao Dai (Ref. 6062): $5 million
The legendary Rolex Bao Dai, a unique Reference 6062 once owned by the last emperor of Vietnam, set a new world record at a 2017 Phillips auction in Geneva, selling for $5,060,427 (though the record was quickly shattered by this list's #1 watch.) This 18-karat yellow gold watch, featuring a rare black dial with diamond markers at even hours, sparked an intense eight-minute bidding war among 10 in-room bidders and three phone bidders. The Bao Dai is one of only three known models of its kind, and its distinctive design elements, like the shifted Rolex crown logo and moonphase indicator, make it a particularly exciting model for collectors.
Image Credits: Christies, Phillips
