Rolex continues to surprise with the announcement of the Daytona “Four Seasons” charity auction that will take place soon in London. This marks the public debut of the fantastical, gem-set – and unique – Cosmograph Daytona watches that were discreetly revealed earlier this year.
Conducted by Phillips, the auction will benefit Federer Foundation and Re:wild, the charities founded by Roger Federer and Leonardo DiCaprio respectively. All proceeds from the sale will be split evenly between the charities, which are dedicated to education and the environment respectively.
Details on the event are still under wraps, but well-placede a beautifully restored colonial building that now a lavish hotel. Several hundred guests will be in attendance at a gala dinner where the auction will take place
More importantly, the watches will be sold individually, rather than as a set. In other words, the auction will be made up of four lots. All things being equal, this should result in a higher aggregate sale price than selling all four together.
This is the first public announcement of these four watches, which were quietly debuted during Watches & Wonders 2026. Like the Rolex inclined plane clock, the Daytona quartet was on show on an upper floor of the Rolex booth, but no photos were allowed.
Though no one will comment officially on the expected result, I can imagine there’s only one number on the minds of everyone responsible for this sale, and that is CHF31 million. That record was set in a different time, different place, by different people, but who knows?
For more, visit Rolex.com.
Back to top.
