The renowned auction house Sotheby’s is ready to surprise collectors and horology enthusiasts with an exclusive event: the “Area 51” themed auction, dedicated to futuristic watches that evoke the aesthetics and mystery of UFOs.
The Sotheby’s event will take place from April 1 to 3, 2025, in Geneva, coinciding with the prestigious Watches & Wonders fair. A total of 51 lots of watches will be presented, combining innovation, exotic materials, and cutting-edge design, reflecting the enigmatic spirit of the famous American military base.
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Featured Models in the Auction
Sotheby’s has gathered an impressive selection of vintage and contemporary watches, with prices estimated between 2,000 and 200,000 Swiss Francs (12,000 to 1,200,000 BRL). The curation includes high-end pieces from brands such as:
- Urwerk, MB&F, De Bethune, and Gérald Genta, masters of design innovation
- Patek Philippe, Rolex, and Audemars Piguet, classic references of Swiss watchmaking
Rolex “Starship Gold” (1980)
One of the most awaited models in the auction is the Rolex “Starship Gold,” a rare piece that stands out for its futuristic and bold design, considered a true exception within the brand’s tradition. Its shape evokes the appearance of a UFO and is expected to be auctioned for values between 8,000 and 12,000 CHF (48,000 to 72,000 BRL).
Patek Philippe Ref. 4233/1 (1973)
Another highlight is the elegant Patek Philippe Ref. 4233/1, with an elaborate strap and a touch of timeless sophistication. The estimated selling price is around 40,000 CHF (240,000 BRL).
Audemars Piguet “Starwheel” Automatic
This model features a “wandering hours” dial, an innovative system originally created in the 17th century for Pope Alexander VII. With a celestial design, the Starwheel may reach values between 20,000 and 40,000 CHF (120,000 to 240,000 BRL).
Audemars Piguet Royal Oak Concept “CW1” (2002)
One of the first models from the iconic “Concept” line by Audemars Piguet, the Royal Oak Concept “CW1” was made with alacrite, a material used in the aerospace industry and essential in rocket construction. Only 150 pieces were produced, and they can sell for up to 200,000 CHF (1,200,000 BRL).
Exclusive Watches Created for the Auction
The event will also feature new models, exclusively created for this occasion:
- Toledano & Chan b/2 – Inspired by the Lockheed Martin F-117 Stealth fighter, the watch has a matte steel case and a 24-carat gold crown. Estimated selling price: 8,000 to 12,000 CHF (48,000 to 72,000 BRL).
- Furlan Marri “Disco Volante” – Made with a meteorite dial and a tantalum case, this model honors the fusion of Art Deco and space design. Estimated selling price: 6,000 to 12,000 CHF (36,000 to 72,000 BRL).
An Auction with an Immersive Experience
The “Area 51” auction will take place at La Salle Trocmé, where Sotheby’s will transform the space into a secret research station. The immersive experience was developed in collaboration with the heist-out collective, known for creating innovative events in the world of horology.
How to Participate in the Auction
The event will be divided into three moments:
- April 1st – Public exhibition of the watches (4:00 PM to 8:00 PM)
- April 2nd – Exhibition of selected models (4:00 PM to 6:00 PM), followed by a special reception
- April 3rd – Live auction, from 5:00 PM to 6:00 PM
Specific registrations can be made, and further information can be obtained by contacting Sotheby’s via email (enquiries@sothebys.com or bids.geneva@sothebys.com), phone (+41 22 908 48 00), or visiting the official website of the auction house.
Sotheby’s “Area 51” auction promises to be one of the most intriguing and innovative events of the year in the world of horology. With pieces that combine technology, art, and mystery, this collection challenges the boundaries of traditional watchmaking and invites collectors to explore the unknown.
Source: National Jeweler. This content was created with the help of AI and reviewed by the editorial team.
