AuctionsSep 30, 2022
Red Diamond Earns $1.8M at AuctionWatchesOct 03, 2022
‘Unicorn’ Cartier Cheich Watch Sells for $1.1M
One of only four in existence, it more than doubled its pre-sale estimate at the Sotheby’s Paris auction.
The Cartier Cheich watch, one of four in existence, sold for $1.1 million at Sotheby’s Paris last week. It’s the first time the watch has appeared at auction.
Paris—A rare Cartier timepiece has more than doubled its auction pre-sale estimate.
The Cartier Cheich, considered a “unicorn” in the watch world, sold for $1.1 million at Sotheby’s Paris last week. It was estimated to sell for between approximately $200,000 and $400,000.
According to Sotheby’s, it’s the most expensive Cartier watch to sell at auction in Europe.
“The Cheich Watch has a truly unique status, not only within the history of watchmaking at Cartier but within the history of watchmaking full stop,” said Sotheby’s International Watch Specialist Benoît Colson.
“A complete design masterpiece, the Cheich’s story comes full circle, re-establishing its status once again as a trophy item for an incredibly lucky collector. Shrouded in mystery on its whereabouts for the last forty years, it’s been an absolute honor to bring this watch on the market for the very first time, and to see it achieve such a record-breaking price.”
There are only four Cartier Cheich timepieces in existence.
They were crafted in honor of the Paris-Dakar race—now called the Dakar Rally—a rally open to motorized land vehicles that originally took place in Europe and northern Africa, spanning 10,000 kilometers, or 6,214 miles.
The timepiece sold at Sotheby’s Paris was given to the winner of the Cartier Challenge—Belgian Gaston Rahier, who won back-to-back races in 1984 and 1985.
The watch led the online Fine Watches sale. Full results are available online.
Related stories will be right here …
The Cartier Cheich, considered a “unicorn” in the watch world, sold for $1.1 million at Sotheby’s Paris last week. It was estimated to sell for between approximately $200,000 and $400,000.
According to Sotheby’s, it’s the most expensive Cartier watch to sell at auction in Europe.
“The Cheich Watch has a truly unique status, not only within the history of watchmaking at Cartier but within the history of watchmaking full stop,” said Sotheby’s International Watch Specialist Benoît Colson.
“A complete design masterpiece, the Cheich’s story comes full circle, re-establishing its status once again as a trophy item for an incredibly lucky collector. Shrouded in mystery on its whereabouts for the last forty years, it’s been an absolute honor to bring this watch on the market for the very first time, and to see it achieve such a record-breaking price.”
Designed in ode to the Paris-Dakar mascot, the Cartier Cheich depicted the silhouetted face of a Tuareg person, the Berber ethnic group that inhabits the Sahara, in traditional robes that protect from the desert sun, called the cheich.
There are only four Cartier Cheich timepieces in existence.
They were crafted in honor of the Paris-Dakar race—now called the Dakar Rally—a rally open to motorized land vehicles that originally took place in Europe and northern Africa, spanning 10,000 kilometers, or 6,214 miles.
The timepiece sold at Sotheby’s Paris was given to the winner of the Cartier Challenge—Belgian Gaston Rahier, who won back-to-back races in 1984 and 1985.
The watch led the online Fine Watches sale. Full results are available online.
Editors' Picks
Sponsored by
More on Watches
The Latest
AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink DiamondThe highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff ImpactCEO Efraim Grinberg noted a resurgence in the fashion watch market.
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and CoachingSponsored by Clientbook
Weekly QuizAug 29, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales SlumpPresident Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
MajorsAug 28, 2025
Borsheims Names New Jewelry BuyerFormer Free People buyer Afton Robertson-Kanne recently joined the retailer.
IndependentsAug 28, 2025
Sissy’s Log Cabin Donates School Supplies to Memphis StudentsThe jeweler teamed up with two local organizations for its inaugural “Back to School and Bling” event.
EditorsAug 27, 2025
Taylor Swift’s Engagement Ring Is a Fairy Tale for Vintage Diamond CutsThe singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.
SourcingAug 27, 2025
11,685-Carat Emerald Recovered From Zambia’s Kagem MineDubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.
SurveysAug 27, 2025
Consumer Confidence Slips in August Amid Job, Income WorriesPlans for dining out, booking vacations, and buying big-ticket items were down.
CollectionsAug 27, 2025
Mined + Found’s New Collection Gets Playful The “Play” collection centers on nostalgic toys that have kinetic elements to carry playfulness and wonder into adulthood.
CollectionsAug 26, 2025
Does Your Jewelry Stack Need a Snack?Designer Christina Puchi, the creative force behind CCWW Designs, has created charms and pendants based on iconic candies and crackers.
IndependentsAug 26, 2025
Hinkamp Jewelers Celebrates 70 YearsThe family-owned jeweler in Fayetteville, North Carolina, is in the hands of the second generation.
ColumnistsAug 26, 2025
Back to School, Back to Style: Why August is Prime Time for Self-GiftingIn his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.
CollectionsAug 25, 2025
Tennis Star Madison Keys Has the Perfect Necklace for the US OpenThe Brilliant Earth ambassador co-designed a diamond medallion featuring meaningful symbols.
TrendsAug 25, 2025
Amanda’s Style File: That’s a WrapWrap jewelry is more than just a trend; it’s the perfect motif for the coming season of layering, scarves, and pumpkin spice.
WatchesAug 25, 2025
WatchTime NY Show Returns for 10th Anniversary EditionThe three-day watch collector show, coming this October, will feature 44 exhibiting brands, as well as a new dinner experience.
GradingAug 22, 2025
Former Head of GIA India Promoted to Oversee Global Operations Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.
CollectionsAug 22, 2025
Piece of the Week: Retrouvaí’s ‘Diamond Vein Bond’ CollarThe one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.
MajorsAug 22, 2025
Kendra Scott Returns as CEO of Her Jewelry EmpireThree C-suite executives, including former CEO Tom Nolan, have resigned as part of what the company describes as a “transition.”
MajorsAug 21, 2025
Claire’s Finds Buyer, Could Save up to 950 StoresThe retailer, which recently filed Chapter 11, inked a deal to sell its North American business and intellectual property.
MajorsAug 21, 2025
Target Names New CEO as Sales Continue to Lag Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.
Policies & IssuesAug 21, 2025
JA, IDMA Talk Tariffs With Execs in DC The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.
MajorsAug 21, 2025
Tiffany & Co. Pops Up at 2025 US OpenThe pop-up will display this year's Tiffany & Co. Singles Championship trophies along with a diamond-encrusted tennis racket and ball.
