Rolex has further cemented its place as an iconic brand with the
unprecedented success recorded at the 2013 Aurel Bac’s Auction in November
themed Rolex Daytona Lesson One. The auction in Geneva is part of activities to
mark the 50th anniversary of the Daytona and all 50 Daytona mechanical
timepieces on offer sold well beyond original estimates with the Paul Newsman
manufactured in 1969, a stainless steel with reference 6263/6239 outshining the
lot as it went for a whopping sum of $1,088,889. The 50 Daytona watches were
auctioned for a total of $13,248,167, quadrupling the auction’s pre-sale
estimate.
Reacting to the development, John Obayuwana, the Chairman/CEO of Polo
Nigeria Limited, the official retailer of the prestigious Rolex brand including
the Daytona watches in Nigeria said the outstanding success of the Daytona
timepieces at the auction underscores the iconic place of the Daytona model
among discerning people across the world. “What the world just witnessed is an
endorsement of the classical standard of Rolex timepieces, especially the
Daytona which brings with it timeless quality and reliability, reasons for
which those who have arrived covet it,” the CEO said.
On his part, enigmatic Bac, retiring from Rolex after more than a
decade of dedicated services this December is delighted not just with the
financial figures but the enthusiasm displayed by lovers of the Daytona brand.
“Christie’s first-ever evening auction dedicated to wristwatches proved an
unprecedented success, with 400 people in the saleroom and plenty more queuing
outside, I have rarely experienced a similar ‘rock concert’ atmosphere from the
rostrum,” Bac enthused, describing the auction as, “Possibly the most
rigorously curated watch auction ever staged, each lot was selected by
Christie’s watch department in partnership with a prominent Rolex expert Pucci
Papaleo according to a disciplined approach to originality, condition and
provenance. Setting 50 world records for 50 watches as well as achieving an
absolute record price for any Rolex Daytona ever sold at auction, the Rolex
Daytona ‘Lesson One’ will be remembered as an historical event.”
The auction house’s international head of the watch department came up
with the idea for the themed auction upon realizing that 2013 marks the 50th
anniversary of Rolex’s iconic Daytona model.
The watch that defines success.
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