AuctionsApr 04, 2025
25-Carat Burmese Sapphire Brooch Sells for $101KAuctionsApr 07, 2025
Sotheby’s ‘Area_51’ Watch Auction Totals $1.6M
The 51 unique watches from Sotheby’s three-day sale and immersive exhibition all found buyers, with the top lot selling for $229,955.
This F.P. Journe “Chronomètre Bleau Byblos” timepiece was the top lot in Sotheby’s “Area_51” watch auction. It sold for 203,200 CHF ($229,955), just above its highest pre-sale estimate of 200,000 CHF ($112,290 to $224,580).
Geneva—Sotheby’s “Area_51” auction of 51 vintage and modern “alien” watches totaled 1,366,139 CHF ($1.6 million), with every lot selling.
The Area_51 auction, named after the highly classified U.S. military location in the Nevada desert allegedly shielding evidence of extraterrestrial life, featured watches the auction house described as having “seemingly alien” designs—timepieces with unusual case shapes or crafted of materials not often used in watches.
It was Sotheby’s second curated thematic sale created in partnership with heist-out.
Held in Geneva during the Watches & Wonders show, the immersive experience brought buyers to what was designed to look like a crash-landed UFO in Geneva, with an exhibition area that appeared to be a top-secret alien research station.
Manon Hagie, head of sale for Area_51, said it was even more ambitious than the “Rough Diamonds” auction, Sotheby’s first sale organized in conjunction with heist-out.
“The theme clearly [resonated] with dozens of international committed bidders, with nearly 40 percent of them bidding from the USA despite the uncertainty about newly announced tariffs. It’s a sign that the market is continuing to show some resistance to risk when the watches are truly exceptional,” Hagie said.
Area_51 featured some of the rarest references ever seen and many of the pieces displayed “extraterrestrial” design inspiration, Sotheby’s said.
The top lot, seen above, was a limited-edition F.P. Journe “Chronomètre Bleau Byblos” timepiece. Created in 2015, it is a semi-skeletonized wristwatch made out of tantalum.
It sold for 203,200 CHF ($229,955), above its estimate of 100,000 CHF to 200,000 CHF ($112,290 to $224,580).
The Area_51 auction, named after the highly classified U.S. military location in the Nevada desert allegedly shielding evidence of extraterrestrial life, featured watches the auction house described as having “seemingly alien” designs—timepieces with unusual case shapes or crafted of materials not often used in watches.
It was Sotheby’s second curated thematic sale created in partnership with heist-out.
Held in Geneva during the Watches & Wonders show, the immersive experience brought buyers to what was designed to look like a crash-landed UFO in Geneva, with an exhibition area that appeared to be a top-secret alien research station.
Manon Hagie, head of sale for Area_51, said it was even more ambitious than the “Rough Diamonds” auction, Sotheby’s first sale organized in conjunction with heist-out.
“The theme clearly [resonated] with dozens of international committed bidders, with nearly 40 percent of them bidding from the USA despite the uncertainty about newly announced tariffs. It’s a sign that the market is continuing to show some resistance to risk when the watches are truly exceptional,” Hagie said.
Area_51 featured some of the rarest references ever seen and many of the pieces displayed “extraterrestrial” design inspiration, Sotheby’s said.
The top lot, seen above, was a limited-edition F.P. Journe “Chronomètre Bleau Byblos” timepiece. Created in 2015, it is a semi-skeletonized wristwatch made out of tantalum.
It sold for 203,200 CHF ($229,955), above its estimate of 100,000 CHF to 200,000 CHF ($112,290 to $224,580).
This yellow gold Rolex “Starship Gold” bracelet watch circa 1980 sold for 19,050 CHF ($21,558).
A circa 1975 Patek Philippe Ref. 4233/1 bracelet watch in yellow gold with lapis lazuli, malachite, and turquoise. It sold for 69,850 CHF ($79,047).
A highlight of the auction was a “Starship Gold” Rolex bracelet watch from 1980. It sold for 19,050 CHF ($21,558), well above its estimate of 8,000 CHF to 12,000 CHF ($9,000 to $13,500).
Another noteworthy vintage piece is the Patek Philippe Ref. 4233/1. The bracelet watch from 1975 features lapis lazuli, malachite, and turquoise set in yellow gold.
It sold for 69,850 CHF ($79,047), more than its estimate of 20,000 CHF to 40,000 CHF ($22,470 to $44,950).
The “B/2 Area 51” watch by Toledano and Chan was made specifically for Sotheby’s “Area 51” sale. It sold for 20,320 CHF ($2,996).
Furlan Marri’s “Disco Volante Area 51” watch was also made for the sale. It realized 16,510 CHF ($18,684).
Among the 51 vintage and modern lots were a number of watches made this year specifically for the Area_51 sale.
One is the “B/2 Area 51” sandblasted stainless steel wristwatch created by Toledano and Chan.
It sold for 20,320 CHF ($22,996), more than its estimate of 8,000 CHF to 12,000 CHF ($9,000 to $13,500).
Furlan Marri also created the “Disco Volante Area 51” timepiece with a meteorite dial for the sale.
It sold for 16,510 CHF ($18,684), topping its pre-sale estimate of 6,000 CHF to 12,000 CHF ($6,740 to $13,500).
Editors' Picks
Sponsored by
The Latest
WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
Weekly QuizApr 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New AwardThe Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.
WatchesApr 09, 2026
Oris Names New CEO, CFOThe Swiss watchmaker is changing up its executive leadership team as part of a restructuring.
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
