Sotheby's To Auction 51 ‘Alien’ Watches
The upcoming “Area_51” watch sale is a collaboration with heist-out, featuring vintage and modern timepieces with futuristic designs.

The “Area_51” watch sale, named for the highly classified United States military base in Nevada notorious for its association with conspiracy theories around extraterrestrial life, will feature 51 lots of “futuristic timepieces,” according to the auction house.
It’s set to take place April 1-3 in Geneva, coinciding with the international trade show Watches & Wonders.
The auction will feature a blend of vintage and modern watches estimated to sell for between 2,000 CHF and 200,000 CHF ($2,250 to $224,950).
The offering includes timepieces from avant-garde brands such as Urwerk, MB&F, De Bethune, and Gérald Genta, as well as rare references from top watchmakers like Patek Philippe, Rolex, and Audemars Piguet.

A highlight of the sale is a Rolex “Starship Gold” bracelet watch circa 1980, pictured at the top of the article.
Its avant-garde design is “a rare deviation” from the brand’s traditional aesthetic, said Sotheby’s, and its unconventional shape has a UFO-like effect. The watch is estimated to sell for 8,000 CHF to 12,000 CHF ($9,000 to $13,500).
Also on offer is a Patek Philippe Ref. 4233/1 circa 1973, featuring an elaborate bracelet estimated to sell for up to 40,000 CHF ($44,000), as well as an Audemars Piguet “Starwheel” Automatic with design roots dating back to the 17th century.
The Starwheel’s “wandering hours” display (where a rotating hour numeral moves across a minute scale before transitioning to the next hour) was originally devised for Pope Alexander VII, who sought a quieter alternative to his traditional bedroom clock.
Audemars Piguet introduced their modern interpretation of the concept in 1991 with reference 25720, developing a layout with three rotating sapphire discs, each with four numerals, with the active digit aligning with the top scale to indicate the time.
It is estimated to sell for 20,000 CHF to 40,000 CHF ($22,470 to $44,950).
Another Audemars Piguet watch, one of the very first in the brand’s “Concept” series of watches that was limited to 150 pieces, is also a highlight.
The Royal Oak Concept “CW1” Ref. 25980AI, circa 2002, is made with alacrite, a key material in the production of rockets, Sotheby’s said. It is estimated to fetch 100,000 CHF to 200,000 CHF ($112,290 to $224,580).
The sale also includes two new references designed and produced specifically for the auction.
One is the b/2 by Toledano & Chan, a unique take on the b/1, one of the brand’s trademark architectural watch designs. The b/2 is inspired by fighter jets, specifically the Lockheed Martin F-117 Stealth fighter, which Sotheby’s said was developed at the Lockheed skunkworks facility, located in Area 51.
The case is sandblasted matte grey steel, and the dial is a 24-karat gold plate, as gold was used extensively in the f-117 for thermal shielding.
It’s estimated to fetch 8,000 CHF to 12,000 CHF ($9,000 to $13,500).
The other one-of-one watch designed for the sale is a Furlan Marri timepiece. The watch is a unique variation on the brand’s “Disco Volante” series, which embodied themes of Art Deco elegance and ‘80s disco energy.
It is crafted from a meteorite dial and housed in a tantalum case, two materials Sotheby’s said are “notoriously challenging to master.”
It is estimated to sell for 6,000 CHF to 12,000 CHF ($6,740 to $13,500).
The auction will be hosted at La Salle Trocmé, where the exhibition area and saleroom will be designed to resemble a top-secret alien research station.
The immersive experience is a collaboration between Sotheby’s and creative watch collective heist-out, a group it partnered with last year on the “Rough Diamonds” vintage watch auction hosted in an underground cellar.
“After unearthing hidden gems from the underground, it was time to look up—to the sky. This year, the vision is bigger: a wider selection of watches, a more ambitious project, and a story that reaches beyond,” said Maxime Couturier and Lorenzo Maillard, co-founders of heist-out.
“Area_51 is our latest collaborative initiative—a tribute to the boldest, most unconventional watch designs and the creative minds behind these UFO-like timepieces. Free from the constraints of era or tradition, Area_51 recontextualizes the extraordinary, challenging perceptions and sparking new conversations about time, design, and the unknown.”
Manon Hagie, Sotheby’s watch specialist who oversaw the curation of Area_51, said that, following the success of Rough Diamonds, the auction house was keen to revisit the experiential sale format.
“Our imperative was to ensure they were different, whilst retaining their essence,” Hagie said. “Last year’s theme took us to the depths of the earth, and this year’s theme, extraterrestrial wristwear, blasts us onto a galactic journey filled with out-of-this-world watches. ”
Ahead of the sale, Sotheby’s and heist-out will distribute collectible trading cards depicting all 51 timepieces.
When the entire set is assembled, it will form a special pattern.
The three-day sale will open with a themed public wristwatch exhibition open from 4 to 8 p.m. on April 1. The exhibition will continue from 4 to 6 p.m. on April 2, followed by an evening reception.
The live auction will take place on April 3 from 5 to 6 p.m.
Those who need assistance with Area_51 bidding and registration may contact enquiries@sothebys.com or bids.geneva@sothebys.com, call +41 (0) 22 908 48 00, or visit Sotheby’s website.
The Latest

GIA’s labs in Dubai and Hong Kong are now accepting larger diamonds in light of the “logistical challenges” presented by the new tariffs.

The introductions include the Land-Dweller, Rolex’s first new model since 2012, as well as several new dials for its classic timepieces.

Cowlishaw earned a degree in horology after serving in World War II, working at one of the first Zales stores in Tulsa, Oklahoma.


In March 2022, the men went into a jewelry store in Beverly Hills and smashed the display cases with sledgehammers and crowbars.

The company has acquired Australian jewelry insurance provider Jewellers Loop.

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Beau Lotto’s immersive presentation will be a blend of neuroscience, art, and entertainment.

A pink topaz Belle Époque pendant-brooch and a Victorian Egyptian Revival choker were also highlights at a recent Anderson & Garland sale.

The event, which will co-locate with the Monterey Bay Jade Festival, will bring education sessions focused on jade to the United States.

The charm is a celebration of springtime as April showers bring May flowers with the piece’s cluster of diamond raindrops.

The National Retail Federation expects retail sales growth to return to pre-pandemic levels as consumers continue to face inflation.

The 4-carat, old mine brilliant-cut diamond engagement ring was co-designed by Willis and New York City-based brand Karina Noel.

Rio Tinto unearthed the diamond at its Diavik mine in Canada’s Northwest Territories.

The multisensory experience, open April 8-13, will feature the brand’s silver creations among dream-like scenes of natural landscapes.

The virtual event will take place April 7 at 3 p.m.

The pieces in “Animali Tarallo” portray animals from stingrays to elephants through portraits and interpretations of their patterns.

Parent company Saks Global said the iconic location will be open through the holiday season as it decides what to do with the space.

Ronald Winston, son of Harry Winston, donated the diamonds to the Smithsonian National Museum of Natural History in Washington, D.C.

The educational event will take place in Charlotte, North Carolina, this May.

The independent jeweler first opened its doors in 1888.

The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.

The debut event will take place in Miami’s Coconut Grove neighborhood this fall.

The roundtable will take place May 17 ahead of the trade show’s welcome dinner.

The “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.

Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.