It’s Not Just a Rolex, It’s a Unicorn

It’s Not Just a Rolex, It’s a Unicorn

If you’re keeping score of the world’s most expensive Rolexes, there’s a new Number Two. Last week at an auction in Geneva, a one-of-a-kind white gold Rolex Cosmograph Daytona sold for $5.9 million, nearly double the predicted price.

The watch, made specially in 1970 for a wealthy German who disdained the usual stainless steel and yellow gold, was dubbed The Unicorn for that reason. It was owned most recently by John Goldberger, the famed collector, photographer and author who has compiled many books featuring exclusive luxury watches.

He donated the proceeds to Children Action, a Swiss charity that supports efforts to improve the lives of young people around the world.

The buyer wasn’t identified. That same auction featured 31 other Rolex Cosmograph Daytonas, and the entire sale garnered $22.2 million. A watch named the Neanderthal because of its oversized registers, or sub-dials, went for just over $3 million, while three others topped $1 million.

But they all trailed the all-time Rolex champion, Paul Newman’s Cosmograph Daytona, which sold at auction last year for $17.7 million, largely because of its backstory with the beloved actor.

At Dallas Gold & Silver, we also love and cherish Rolexes, though ours sell for a whole lot less. You’ll be proud to have one on your wrist – and perhaps a little less nervous than whoever’s walking around today with that Daytona Unicorn.