Rolex Daytonas often command sky-high prices at auction. But what makes this one stand out is that it’s a true one-of-a-kind—a custom-order piece that almost never surfaces in the market.
On May 11 in Geneva, Sotheby’s will auction a unique platinum Rolex Daytona featuring a light pink mother-of-pearl dial and diamond hour markers. Created as a specialcommission for one VIP collector, the watch is now hitting the public market for the very first time.
A Rare Custom Commission from Rolex
Unlike many luxury brands, Rolex rarely accepts custom orders. The brand’s reputation for exclusivity and tight control over production makes this piece an extraordinary exception. According to Benoît Colson, Sotheby’s head of watches, this model is “one of the most important Daytona examples to ever be offered at auction.”
It’s part of a single commission of four custom Daytona watches, all produced between 1998 and 1999. Each carries the reference number 16516, with the final digit “6” indicating the platinum case—a material Rolex wouldn’t officially use for the Daytona until 15 years later.
Record-Setting Siblings and a Mysterious Collector
Three of the four pieces from this commission have already gone under the hammer, all setting impressive records.
- The first model featured a rainbow mother-of-pearl dial and sold for $872,100 in Hong Kong.
- The second, with a lapis lazuli dial and turquoise strap, sold for HKD 25,375,000 (~$3.27 million) in 2020.
- The third, showcasing a turquoise Stella lacquered dial, sold in 2021 for HKD 24,375,000 (~$3.14 million).
The identity of the original collector has never been confirmed, but speculation points to Patrick Heiniger, Rolex’s CEO from 1992 to 2008. Heiniger, who passed away in 2013, was reportedly seen wearing a platinum Daytona, lending credibility to the theory.
This final piece—the only one with diamond hour markers—is estimated at CHF 700,000 to 1,400,000 (around $858,830 to $1,717,660). Given the soaring prices of the previous models, this Daytona is expected to far exceed its estimate when it hits the block.
This is not just a rare Rolex—it’s a historic opportunity to own a piece of modern horological legend.
