Rolex Holds “First-Ever” Charity Auction With Four One-of-a-Kind Daytonas

Rolex is holding what is being billed as its first-ever charity auction, offering four unique, gem-set versions of its Cosmograph Daytona rather than placing them privately, according to a report from Luxurylaunches. Phillips will sell the watches — named Spring, Summer, Autumn and Winter — as separate lots in London on Sep. 28. Rolex itself has stopped short of formally calling it a first, describing the sale only as an “exceptional” initiative.

Each Daytona pairs a different precious metal with natural stone dials and colored gemstone bezels, including purple sapphires, pink sapphires, green tourmalines and blue-to-fuchsia sapphires. Combined, the four watches carry 404 individually specified gemstones and diamonds and share Rolex’s Calibre 4131 movement.

Rolex reportedly fielded interest from more than 1,000 potential buyers, including a private offer of $10 million, before deciding to auction all four instead of selling the set to one collector for about 4 million Swiss francs. Proceeds will benefit Re:wild, co-founded by DiCaprio, and the Roger Federer Foundation.