Breaking News Rolex To Sell Four Unique Daytonas At Auction Later This Month To Benefit The Federer Foundation And Re:wild

Key Points:

• Rolex has created a unique set of four "Four Seasons" Daytona watches, each inspired by a season and crafted as one-of-a-kind pieces, with an estimated retail value of around CHF 4 million.
• Interest in the set was overwhelming, with over 1,000 submissions from potential buyers, including many famous individuals, but Rolex was uncertain how to select the owners.
• Rolex announced that the watches will be sold at a charity auction on September 28 in London, in partnership with Phillips auction house, with all proceeds benefiting the Federer Foundation and Leonardo DiCaprio's re:Wild.
• This auction marks a significant moment for Rolex under CEO Mr. Dufour, potentially resetting the Daytona market similarly to the impact of Paul Newman's steel Cosmograph in 2018, with bids expected to exceed the original retail price.
• Rolex emphasizes that these gem-set Daytona watches represent not only technical and artistic excellence but also a commitment to social and environmental causes, reflecting the brand's broader vision for positive global impact.