Four unique Rolex Daytonas sold for £37.3m at Phillips, a Cartier Cheich US$3.38m

Phillips sold four unique Rolex Daytona watches, the Four Seasons set, at a charity auction in London on 28 September 2026 for £37.3m in total, about US$49.5m. The total is equivalent to CHF41.2m.

SJX Watches called it the largest tally ever for a charity watch auction of any sort. It also passes the US$31m achieved in 2019 by the Patek Philippe Grandmaster Chime ref. 6300A, a single watch against four here.

The watches were sold one by one rather than as a set. Summer led at £10.3m, followed by Autumn at £10.2m, Winter at £10m and Spring at £6.8m.

Rolex announced the sale on 3 September 2026. The four watches had been quietly shown during Watches & Wonders 2026, the Geneva watch fair, before the auction was made public.

Separately, Sotheby’s Hong Kong sold a white gold Cartier Cheich for HK$26.5m with fees, equivalent to US$3.38m, in a sale reported on 22 September 2026. SJX Watches called it the most valuable Cartier watch ever sold publicly and also the most valuable quartz watch ever sold.

Sotheby’s sold a different Cheich, in yellow gold, in 2022 for a little over €1m with fees. The two Cheich prices both include fees but cover different case metals.

The bases of the two September results also differ: the Rolex figures are charity-auction prices in pounds, while the Cheich price is a Sotheby’s price with fees in Hong Kong dollars.