Four unique Rolex Cosmograph Daytonas have sold for a combined £37.3 million ($49.4 million) at a special Phillips auction in London.
The Four Seasons Daytonas — Spring, Summer, Autumn and Winter — were sold individually, with proceeds benefiting Roger Federer’s Federer Foundation and conservation organisation Re, which was co-founded by Leonardo DiCaprio.
Both superstars are Rolex brand ambassadors, or “testimonees” as The Crown likes to call them.
Summer was the most expensive of the four, selling for £10.3 million ($13.65 million). Autumn followed at £10.2 million ($13.52 million), Winter reached £10 million ($13.2 million) and Spring sold for £6.8 million ($9 million).
Their £37.3 million combined price, let’s call it $50 million, is even more remarkable given reports earlier this year that Rolex had originally considered selling the four watches privately as a complete collection for around CHF 4 million.
Hodinkee reported during Watches and Wonders in April that Rolex had created the four unique, gem-set Daytonas and was considering selling them as a complete set.
Retailers were said to have been invited to nominate potential customers, attracting expressions of interest from more than 1,000 prospective buyers.
Rolex subsequently changed course and decided to sell them publicly for charity.
Each watch interprets one of the four seasons through a different combination of precious metal, natural stone and gemstones.
Spring has an 18ct white gold case with a chrysoprase dial, lepidolite counters and purple sapphires. Summer combines Everose gold, turquoise and rubies. Autumn uses yellow gold with mookaite, chrysoprase and green tourmalines, while Winter combines platinum, lapis lazuli and blue sapphires.
More significant than their specifications, however, is their status.
These are not simply rare off-catalogue Rolexes.
Rolex explicitly describes each as unique, having historically insisted that it does not make one-off watches.
That distinction could signal an intriguing development at the very top of the Rolex business, particularly because the Four Seasons watches follow closely behind another extraordinary one-of-one Daytona revealed this summer.
In August, Canadian rapper Drake revealed what he described as a “One of One Piece Unique Ice Gradient Daytona”, which he said Rolex had created to celebrate his record-breaking milestones in 2026.
The spectacular watch uses diamonds and blue sapphires across its bracelet and case, continuing the gradient effect onto a pavé-set.
Rolex, however, would not confirm it as a “pièces unique”, when WatchPro asked for confirmation.
Rolex’s record-breaking Daytonas
Cosmograph Daytona Winter
Reference: 126596 SABV
Material: 950 platinum
Dial: Crafted from blue opal with counters in lapis lazuli
Hour markers: 8 baguette-cut diamonds and 3 square-cut diamonds in 18 ct white gold settings
Bezel: Set with 36 trapeze-cut sapphires in a blue to fuchsia gradient (approx. 5.57 ct)
Lugs and crown guard: Set with 54 brilliant-cut diamonds (approx. 0.86 ct)
Calibre: 4131, power reserve of approx. 72 hours
Superlative Chronometer certified
Sold For: £10,000,000
Cosmograph Daytona Spring
Reference: 126599 SAVL
Material: 18 ct white gold
Dial: Crafted from chrysoprase with counters in lepidolite
Hour markers: 8 baguette-cut purple sapphires and 3 square-cut purple sapphires in 18 ct white gold settings
Bezel: Set with 36 trapeze-cut purple sapphires (approx. 5.57 ct)
Lugs and crown guard: Set with 54 brilliant-cut diamonds (approx. 0.86 ct)
Calibre: 4131, power reserve of approx. 72 hours
Superlative Chronometer certified
Sold For: £6,800,000
Cosmograph Daytona Summer
Reference: 126595 SARO
Material: 18 ct Everose gold
Dial: Crafted from turquoise with counters in heart of ruby
Hour markers: 8 baguette-cut pink sapphires and 3 square-cut pink sapphires in 18 ct pink gold settings
Bezel: Set with 36 trapeze-cut pink sapphires (approx. 4.32 ct)
Lugs and crown guard: Set with 54 brilliant-cut diamonds (approx. 0.86 ct)
Calibre: 4131, power reserve of approx. 72 hours
Superlative Chronometer certified
Sold For: £10,300,000
Cosmograph Daytona Autumn
Reference: 126598 TML
Material: 18 ct yellow gold
Dial: Crafted from mookaite with counters in chrysoprase
Hour markers: 8 baguette-cut green tourmalines and 3 square-cut green tourmalines in 18 ct yellow gold settings
Bezel: Set with 36 trapeze-cut green tourmalines (approx. 4.32 ct)
Lugs and crown guard: Set with 54 brilliant-cut diamonds (approx. 0.86 ct)
Calibre: 4131, power reserve of approx. 72 hours
Superlative Chronometer certified
Sold For: £10,200,000