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Inside the Highest-Grossing Watch Auction in History

Phillips's Decade One event earned a whopping $83 million over the weekend.

Phillips

With three exceptional lots leading the charge, Phillips’s latest auction underscored a decade of record-setting performance.

Marking 10 years of redefining the auction landscape, the Decade One: Geneva 2015–2025 celebrates a transformative decade under Aurel Bacs and Alexandre Ghotbi. From record-breaking hammer prices to elevating scholarship, Phillips has taken watch collecting to new heights. Last weekend, the two-part auction in Geneva became the highest-grossing watch auction in history.

On the eve of the Decade One auction weekend, on Friday, November 7, we asked Bacs’s to give us his highlights. “As I don’t have a crystal ball, it is a very difficult task to select and predict which lots will be the hottest to watch this weekend,” Bacs said. “So, I gave it a thought, and I have a list that shows the beautiful landscape of watchmaking today,” he told us. “Lot 18 represents the 20th century and the brand that is the gold standard in our industry, Patek Philippe, the Gilbert Albert (ref 3424/1), and lot 34 is a Rolex, the golden pagoda, a spectacular gold ‘Paul Newman.’” The two-day auction included items from the 19th, 20th, and 21st centuries.

The catalogue was also heavy on modern independents like F.P. Journe, but how does this sale represent his decade with Phillips? “It feels like we started yesterday,” said Bacs with enthusiasm. “Those 10 years went by, I don’t know how quickly, it seems like a matter of minutes. We still live every day as if we are a start-up, and we still have butterflies every morning when we go to the office.”

Watching Bacs on the podium when the Mona Lisa of vintage watches, the Patek Philippe steel ref. 1518, appeared around 4 p.m. on Saturday, his excitement was contagious. We witnessed bidders interrupt Bacs mid-flow to offer their million-dollar-laden paddles, quickly seeing the vintage Patek Philippe record beaten to the tune of $17.6 million. After two days in Geneva, all lots were sold for a total of $83,018.538, setting a record as the highest-grossing watch auction in history.

Of course, the Crown was, as usual, in the list of heavy hitters. Among Rolex results, the brand proved its enduring allure with a circa 1967 Daytona “Paul Newman” Ref. 6239 Golden Pagoda in 18-karat yellow gold, which achieved CHF 1,079,500 ($1,340,000)—a world record for its configuration and a testament to its condition. The circa 1971 Daytona Ref. 6263 “Paul Newman, Oyster Sotto” in stainless steel followed closely at CHF 1,391,000 ($1,728,000). Independent watchmaking also took a spotlight, led by the one-of-a-kind Ferdinand Berthoud Naissance d’Une Montre 3, selling for CHF 1,270,000 ($1,576,000)—a world record for the brand. Its sale celebrates a years-long initiative in traditional craft, with proceeds supporting the preservation of horological savoir-faire for future generations. For this year’s fall auction season, the standards are well and truly set.

Nevertheless, Patek Philippe and F.P. Journe stole the show. Here are the top three lots by value, all selling well above their estimates and reflecting an eclectic market.

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