Sotheby’s Geneva achieves more than £20M in record-breaking watch auction
Sotheby’s Geneva has wrapped up one of its most exciting auction days in over a decade, bringing in a staggering £20.5 million in watch sales.
Across two sessions and nearly 150 carefully chosen lots, collectors from around the world tuned in – from the auction room to phones and laptops – to bid on some of the rarest and most beautiful timepieces in history.
The day began with the Important Watches Sale, which saw over £8.9 million in sales and an impressive 96% sell-through rate.
In the evening, ‘A Celebration of Breguet’s 250th Anniversary,’ was a tribute to watchmaker Abraham-Louis Breguet (1747-1823), whose pioneering designs shaped modern horology.
The auction became the largest Breguet sale in more than 30 years. The results exceeded all expectations, achieving £11.4 million and breaking several world records in the process.
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A Mercedes Gleitze Rolex Oyster was up for grabs – it’s an early prototype of the world’s first practical waterproof wristwatch.
And after an intense bidding war, it was sold for £1.3 million. This historic watch, associated with the first woman to swim the English Channel, is one of the most iconic symbols of innovation and endurance.
Other incredible results followed… a Cartier Baignoire wristwatch, one of the rare black-dial London editions, set a new world record for its type, selling for £215,000. Meanwhile, a stunning 1944 Patek Philippe Calatrava exceeded expectations, fetching more than ten times its estimate at £155,000.
In the Breguet anniversary sale, a rare George Daniels skeleton timepiece, certified by Breguet, achieved £1.7 million, while a breathtaking Breguet tourbillon watch from 1809 sold for the same price. The sale also saw a Breguet Montre à Tact, a unique enamel and pearl-set pocket watch, reach £787,968 – another world record.
From vintage icons to modern masterpieces, the day’s lineup featured the best from Rolex, Patek Philippe, Cartier and more.
Benoit Colson, Head of Watches at Sotheby’s Geneva, said: “It’s tremendously rewarding to see the sales we have been curating over the past few months – and, in the case of the dedicated Breguet sale, for well over a year – resonate so strongly with collectors across the full spectrum of watches on offer. It underscores just how vibrant and discerning the market remains, with a continued appetite for offerings that are not only distinctive but of the very highest calibre. We are truly returning to a collector’s market.”
If you’re looking to buy a new or preworn luxury brand from Rolex, Richard Mille, Audermars Piguet or Patek Philppe, our experts can help. We also have a consignment service if you wish to sell your Rolex watch, ensuring you get the best price for your timepiece.