Exclusive Auction of a Rare 1999 Custom Platinum Rolex Daytona
An extremely rare Rolex Daytona crafted in platinum from 1999 is scheduled for auction at Sotheby’s in Geneva on May 11. This custom-built piece, never offered commercially, is expected to draw bids nearing $1.7 million. Collectors now have the opportunity to acquire a timepiece that represents a significant moment in Rolex’s history—a design experiment that predates the brand’s later production of platinum models.
Back in 1999, Rolex had not yet adopted platinum for its Daytona line. The brand officially introduced platinum in its Daytona models only in 2013. This particular watch originates from a private commission made for a family and is one of only four such items ever produced. With the item now appearing on the auction block, it marks the final offering from the limited series. The rarity of a 1999 platinum Daytona has excited collectors and enthusiasts alike, as it bridges an early era of innovation with today’s high market demand.
The watch features a striking mother-of-pearl dial accented by 10 diamond markers, setting it apart from more routinely available models. Each of the four unique pieces produced for the family boasts its own distinct dial finish. While the other models exhibit dark mother-of-pearl, lapis lazuli, or turquoise stone dials, this one is the only example adorned with diamonds. Such a design choice not only adds visual appeal but also strengthens its position as a standout piece in Rolex’s storied collection of timepieces.
Pedro Reiser, a senior watch specialist at Sotheby’s, remarked on the rarity of encountering a piece produced as a personal commission. He noted, “It is very uncommon to come across a piece created on special commission. Many other watch houses may offer this option more regularly, but within the Rolex category, items of this nature are extremely scarce.” His comments highlight the unique status of this Daytonas and the careful craftsmanship underlying its custom development for a select client.
Interest in the watch has also been fueled by its association with an influential period at Rolex. During Patrick Heiniger’s tenure as chief executive from 1992 to 2008, the company experienced remarkable growth and maintained tight control over its production practices. Rumors have circulated suggesting that Heiniger either commissioned or personally wore a similar platinum Daytona. Though many enthusiasts find this narrative compelling, Reiser clarified that there is no verified connection between this auction piece and Heiniger. The discussion, while intriguing, remains unsubstantiated and is best regarded as part of the lore surrounding the piece.
The watch’s existence is a true anomaly in Rolex’s legacy. In 1999, Rolex’s Daytona models were typically fabricated in stainless steel, yellow gold, or white gold. The choice of platinum for this custom order was a bold design decision that set it apart from standard offerings. The incorporation of a diamond-set dial further amplifies its allure. These distinctive design elements contribute to the item’s status as more than just a luxury accessory—it is a piece of horological history that captures a moment when Rolex experimented with premium materials before they became a regular feature.
Collectible timepieces have experienced a notable increase in demand over the past decade. Recent market analysis indicates that the value of high-caliber watches has climbed by more than 125% over the last ten years. Even after modest growth in the past year, the overall increase observed over a five-year period remains impressive. This trend, driven by interest from both established collectors and a new generation of buyers under the age of 30 from around the globe, has reinforced the view of rare watches as a promising asset.
As the auction date approaches, all eyes will be on this 1999 platinum Rolex Daytona. It embodies a chapter of Rolex’s heritage marked by careful experimentation and the willingness to break from convention. Bidders now have the opportunity to own an item that represents both artistic innovation and historical significance. If successful, the sale of this watch will not only add to its legendary status but also contribute to the ongoing recognition of collectible watches as prized possessions in today’s competitive luxury market.