We’re diving into the archives to discover the most expensive Rolex watches ever sold at auction.
From the first ascent of Everest to the exploration of the Mariana Trench, and throughout many of humanity’s greatest adventures, Rolex was the brand keeping time. Eventually, it made its way to the silver screen—by the 1960s, Rolex watches started appearing on the wrists of Hollywood stars in films. From Pretty Woman to James Bond, Rolex timepieces became cinematic icons, but none more so than the one associated with American actor Paul Newman. So much so that one particular Daytona model came to be known simply as the “Paul Newman Daytona”.
Gifted to Paul Newman by his wife Joanne Woodward in 1968, the Paul Newman Daytona (Ref. 6239) went on to make history when it sold at auction in 2017 for $17.75 million, becoming the most expensive Rolex ever sold. Remarkably, the watch cost around $200 when it was first purchased.
Rolex watches, often with waiting lists just to buy them, have long attracted similar enthusiasm at auctions. Every year, they hit the block around the world, reaching multimillion-dollar prices. The “Paul Newman Daytona,” sold at Phillips in 2017, still holds the record as the most expensive Rolex to date.
In this article, we take a journey through the archives to round up the most valuable Rolex watches ever sold.
Most Expensive Watches Sold at Auctions
Paul Newman Daytona – 17.75 Million USD
The “Paul Newman” Daytona, gifted to one of the most iconic actors of all time by his actress wife Joanne Woodward, was sold at a Phillips auction in 2017 for $17.75 million. Collector Geoff Hess describes this legendary 1968 Rolex as follows: “Many people are saying this is the greatest watch on the planet. This watch transcends watch collecting — it goes beyond the watch community.” More than 400 people from around the world attended the auction where the most expensive Rolex in history was sold. The sale lasted approximately 12 minutes.
Daytona “The Unicorn” Ref. 6265 – 6.96 Million USD
The second most expensive Rolex ever sold, the Daytona “The Unicorn”, was produced in 1970 as a special order from Germany. Delivered to its owner in 1971, this rare Daytona is crafted in white gold. At the time of production, the watch is estimated to have sold for around $500–$600. In 2018, it was auctioned at Phillips for approximately $6.96 million. Offered from the collection of renowned collector John Goldberger, the Daytona “The Unicorn” remains the only known vintage white gold Daytona model.
Rolex Bao Dai Ref. 6062 – 5.94 Million USD
Sold at a Phillips auction in May 2017 for approximately $5.94 million, the Rolex Bao Dai held the title of the world’s most expensive Rolex until another record-breaking sale in October of that year. Vietnam’s last emperor, Bao Dai, purchased the watch in Geneva in 1954. Housed in a gold case, the timepiece features a black dial adorned with diamond hour markers. According to some sources, only three of this particular Rolex model were ever produced. Bao Dai had reportedly requested the rarest and most valuable Rolex available — and this is what he received. After the emperor’s passing in 1997, the watch was auctioned for the first time in 2002, instantly becoming one of the most expensive Rolex watches ever sold.
Rolex GMT-Master “Apocalypse Now” – 5.78 Million USD
The GMT-Master worn by Marlon Brando in the 1979 film Apocalypse Now was initially sold in 2019 for around $2 million. When the watch resurfaced at a Christie’s auction in 2023, it fetched approximately $5.78 million, once again securing its place among the most expensive Rolex watches ever sold. Brando gifted the watch to his daughter, Petra Brando Fischer, in 1995, along with a heartfelt letter expressing his pride in her achievements. According to Petra, during the filming of Apocalypse Now, Brando was asked to remove the watch from his wrist. However, the actor refused, saying, “If they’re looking at the watch instead of me, then I’m not doing my job as an actor.”
Daytona “The Legend” Ref. 6263 – 4.36 Million USD
Among the rarest Cosmograph Daytona models ever produced with chronograph pushers, only three examples of the Ref. 6263 “The Legend” are known to exist today. One of these timepieces was sold at a Christie’s auction in 2022 for 3,414,000 Swiss francs. Another Ref. 6263 was sold at a Phillips auction in 2017 for 3.72 million Swiss francs, making it the most expensive of the three known examples. With its rare yellow “Paul Newman” dial and screw-down pushers, the model stands out as a unique piece. It is estimated that this watch originally retailed for around $500 at the time of production. Today, it remains one of the most expensive Rolex watches ever sold at auction.
Daytona “The Neanderthal” Ref. 6240 – 3.53 Million USD
The Ref. 6240 model, designed in 1965 and often referred to as part of the “pre-Paul Newman” era in Rolex history, features relatively large subdials set against a black dial, making it one of Rolex’s rare dial designs. Since no other examples of this model are known to have survived, it is considered unique. “The Neanderthal” found its buyer at a Phillips auction in 2018, selling for approximately $3.53 million.
