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Rolex Daytonas are notorious for fetching eye-watering prices at auction—but they do pop up at auctions and other secondary markets fairly regularly.
What's rare, however, are unique custom-made Daytonas. And on May 11, Sotheby's Important Watches auction in Geneva will feature a unique platinum version of this coveted model, featuring a light pink mother-of-pearl dial and diamond hour markers. The watch, made specifically for a single VIP collector, is now available for sale for the first time, Robb Report writes.
Unlike many other luxury watchmakers, Rolex does not make bespoke watches. In a press release, Sotheby's head of watches, Benoit Colson, claims that this is one of the most important Daytonas ever offered at auction.
This watch is part of a single commission of four individual Rolex watches, created between 1998 and 1999 for a well-known collector.
All four models share the same reference number 16516, with the "6" ending in a reference to the platinum case, made 15 years before Rolex first offered a platinum Daytona for sale.
The identity of the collector remains a secret, but some have speculated that the commissioner of the four unique Daytonas was Patrick Heiniger, Rolex's CEO from 1992 to 2008.
If anyone had the opportunity to commission four unique versions of the model, it would undoubtedly be the former CEO. Heiniger passed away in Monaco in 2025, but was reportedly seen wearing a platinum Daytona in his lifetime.
Either way, this is a unique opportunity to own a unique Daytona. It is the last of the four models to go on sale, and the only version with diamond hour markers.
It is estimated to sell for $858,830–$1,717,660. But based on the prices of its predecessors, it is expected to sell for well above its high estimate.