Four Rolex Watches Sold for $49.4 Million at Charity Auction
The record-breaking auction in London marks Rolex's first-ever charitable sale of its timepieces.
Updated on Sept. 28, 2026 in Philanthropy
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Four Rolex Oyster Perpetual Cosmograph Daytonas fetched a combined $49.4 million at an auction held in London. The event was organized in partnership with Phillips and marks the first charity auction ever hosted by Rolex.
Why it matters
The proceeds from the auction are dedicated to supporting the Federer Foundation and Re:wild. These contributions will directly bolster the company's long-standing Perpetual Planet Initiative.
Four Rolex Oyster Perpetual Cosmograph Daytonas achieved a total auction price of $49.4 million, equivalent to approximately £37.3 million. This represents the total financial outcome of the brand's inaugural charity auction event.
The players
Rolex
Rolex is a Swiss luxury watch manufacturer that is known for its high-end timepieces and sponsorship of major international events.
Phillips
Phillips is an international auction house that specializes in contemporary art, design, and luxury collectibles.
Aurel Bacs
Aurel Bacs is a world-renowned watch expert and auctioneer who frequently leads high-profile horological sales for Phillips.
Federer Foundation
The Federer Foundation is a charitable organization founded by tennis legend Roger Federer to improve access to education in Africa and Switzerland.
Re:wild
Re:wild is an environmental non-profit organization focused on protecting and restoring biodiversity across the globe.
The details
Aurel Bacs served as the auctioneer for the high-profile event, which was conducted in partnership with Phillips in London. The items sold were exclusive Rolex timepieces, with the total funds generated aimed at environmental and social philanthropy.
Timeline
The auction took place in London on September 28, 2026.
Market Landscape
This event signals a strategic shift for luxury watchmakers toward direct high-stakes philanthropic involvement as a core part of their brand identity. It moves the company beyond traditional sponsorships and into the realm of major global foundation funding.
The auction does not impact retail pricing or availability for standard Rolex models available to the public. However, it highlights the growing intersection of the luxury collector market and global charitable contributions.
The takeaway
Collectors increasingly see high-end timepieces as viable assets for facilitating major global philanthropic outcomes. This sale establishes a new benchmark for how luxury brands can leverage their prestige to generate substantial capital for external non-profit organizations.
Further reading
For more on the role of corporate entities in social causes, visit our Philanthropy section.
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