Four One-of-One Rolex Fetch Nearly $50 Million at Phillips
Phillips' London sale, Rolex's first for charity, sent every dollar to the Federer Foundation and Re:wild.
by Alvin Uy
Published on Oct 2, 2026
Four watches. Four seasons. Nearly $50 million, or over P3.13 billion. In a remarkable display of the enduring allure of Rolex and the extraordinary appetite for rare timepieces, four one-of-a-kind Cosmograph Daytonas raised a staggering $49.47 million at a charity auction conducted by Phillips in London on September 28, 2026.
The sale, organized in partnership with Rolex and led by Phillips' Senior Consultant Aurel Bacs, was not just another high-profile watch auction. It marked Rolex's first-ever charity auction and the largest single consignment ever offered at a charity sale, according to Phillips. All proceeds went to the Federer Foundation, founded by tennis legend Roger Federer to support early education, and Re:wild, the environmental conservation organization co-founded by actor Leonardo DiCaprio.
The Rolex Daytona has gone through so many iterations over the years, driven by both hype and even pure, unadulterated heritage with the Paul Newman variants, that it seemed only fitting to have variants made especially for noble causes.
The four watches, collectively known as the Four Seasons collection, were created exclusively for the occasion. Each represents a season through a distinctive combination of precious metals, exotic stone dials, and carefully selected colored gemstones. They were sold individually, with no buyer's premium, ensuring the entire amount went to the two charitable organizations.
The results were extraordinary. The Cosmograph Daytona Summer, reference 126595 SARO, emerged as the top lot at $13.65 million. Crafted in 18-karat Everose gold, it features a turquoise dial with counters made from ruby, pink sapphire hour markers, and a bezel set with 36 pink sapphires. Its vibrant colors evoke the warmth and exuberance of summer.
Close behind was the Autumn, reference 126598 TML, which fetched approximately $13.53 million. Its 18-karat yellow gold case frames a mookaite dial with chrysoprase counters, complemented by green tourmalines on the bezel and hour markers. The Winter, reference 126596 SABV, in 950 platinum, followed at approximately $13.26 million. Its blue opal dial, lapis lazuli counters, and graduated blue-to-fuchsia sapphire bezel create a striking interpretation of the colder season.
Two highly coveted Paul Newman Daytonas
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The Winter Daytona
The Spring Daytona
The spring, reference 126599 SAVL, in 18-karat white gold, achieved approximately $9.02 million. Its chrysoprase dial, lepidolite counters, and purple sapphire accents distinguish it from the other three watches.
All four are powered by Rolex's calibre 4131 automatic chronograph movement, offering approximately 72 hours of power reserve and Superlative Chronometer certification.
These results are particularly striking because they demonstrate that a Daytona's appeal extends far beyond its function as a precision chronograph. Here, exclusivity, craftsmanship, precious materials, and the charitable purpose behind the sale converged to create an extraordinary bidding environment.
But the Daytona's appeal did not begin with gemstones or record-breaking auctions. Introduced in 1963, the Rolex Cosmograph Daytona was conceived as a chronograph for motorsport enthusiasts. Its tachymeter scale allows drivers to measure average speeds over a known distance, while its three subsidiary counters record elapsed time. Named after Daytona Beach, Florida, a historic center of American motor racing, the watch became closely associated with speed, endurance, and the world of competitive motorsport.
Its transformation into a highly coveted collector's watch owes much to scarcity, design evolution and cultural influence. Early manual-winding references, particularly the rare exotic-dial variants later known as Paul Newman Daytonas, have become among the most sought-after vintage chronographs in the world. Paul Newman's own reference 6239 famously sold at Phillips in 2017 for $17.75 million, then a record for a vintage wristwatch at auction.
The Summer Daytona
The Daytona's appeal is also rooted in its distinctive proportions, recognizable design, and the way Rolex has refined the model without abandoning its visual identity. Limited availability of certain contemporary references, especially in stainless steel, has further amplified demand in the secondary market. For collectors, originality, condition, rarity, provenance, and unusual dial configurations can make the difference between an expensive watch and a truly exceptional one.
The Four Seasons auction, however, should be viewed in its own context. These were unique watches created by Rolex specifically for a landmark charitable event. Their results reflect not only collector demand but also the exceptional circumstances of the sale. They are not necessarily a benchmark for ordinary production Daytonas or even other rare gem-set examples.
For Phillips, the auction also sets the stage for another significant event in its calendar: The Geneva Watch Auction: XXIV, scheduled for November 7 and 8, 2026, at the Hotel President Wilson in Geneva.
Among the highlights is Part I of the Pucci Papaleo Collection of Rolex Chronographs, comprising 16 watches assembled over more than three decades by the Italian collector, publisher, and Rolex scholar. The collection traces the evolution of Rolex chronographs from the 1930s through the manual-winding Daytona era, with a particular emphasis on rarity, originality, and preservation.
Highlights include an early reference 3525 Bariletto, Rolex's first chronograph wristwatch housed in an Oyster case; an exceptionally preserved pink gold reference 3335; a possibly unique square-cased reference 3830; a rare reference 6239 Paul Newman Musketeer; and a possibly unique 14-karat yellow gold reference 6264 Paul Newman Lemon Daytona.
The last two are particularly compelling for Daytona enthusiasts. The Musketeer features an unusual variation of the celebrated exotic dial, while the Lemon is distinguished by its exceptionally rare creamy yellow dial and unusual gold case.
The upcoming sale is a reminder that collecting Rolex chronographs is about more than owning a recognizable luxury watch. It is also about understanding the history, technical development, and subtle variations that distinguish one reference from another.
The Four Seasons auction demonstrated just how high the ceiling can be when rarity, craftsmanship, and a compelling story come together. In the world of Rolex collecting, time may be measured in seconds, but the value of an extraordinary watch can transcend generations.
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