One of the world’s most coveted Rolex models is taking the focus of a special auction set for this spring.
In May 2018, Phillips auction house is planning a sale of the Swiss watchmaker’s infamous and much-coveted Daytona in Geneva, according to Hodinkee. Named “The Daytona Ultimatum,” the auction will follow hot on the heels of one of Phillips’ crowning achievements: the record-breaking October sale of Paul Newman’s original Daytona for a staggering $17.7 million.
Newman’s lifelong love for the watch is one of the factors that has made this model so popular among collectors. And it’s not just nice to look at: The model was introduced in 1963 as a race car driver’s tool watch, complete with three sub-dials and a tachymeter scale that allows wearers to measure average speeds. (It’s also the only Rolex model still in production that takes its name from a physical location: the Daytona International Speedway in Daytona Beach, FL.)
Phillips hasn’t said which models will be included in the sale, but it’s hard to imagine any of them eclipsing the record set by the Newman Daytona. Still, watch collectors were paying top dollar for rare Daytonas before that particular watch came to auction (an 18-karat gold model sold for $3.7 million in May 2017). So it wouldn’t be a surprise to see the upcoming sale generate a few seven-figure results of its own.