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
More on Auctions
The Latest
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
ColumnistsJan 28, 2026
Peter Smith: Setting the Next Generation Up for SuccessIn his new column, Smith advises playing to your successor's strengths and resisting the urge to become a backseat driver.
SurveysJan 28, 2026
Consumer Confidence Falls Below Pandemic Lows in JanuaryThe index fell to its lowest level since May 2014 amid concerns about the present and the future.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
IndependentsJan 28, 2026
Foundrae Heads to Aspen for Latest Store OpeningThe new store in Aspen, Colorado, takes inspiration from a stately library for its intimate yet elevated interior design.
Weekly QuizJan 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsJan 28, 2026
Tiffany & Co., Bulgari Sales Resilient as LVMH’s 2025 Sales SlipThe brands’ high jewelry collections performed especially well last year despite a challenging environment.
CollectionsJan 27, 2026
De Beers London, GemFair Debut New Collection Highlighting Artisanal DiamondsThe collection marks the first time GemFair’s artisanal diamonds will be brought directly to consumers.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
SourcingJan 27, 2026
GemGuide Launches Pricing for Montana SapphiresThe initial charts are for blue, teal, and green material, each grouped into three charts categorized as good, fine, and extra fine.
TechnologyJan 27, 2026
Clientbook Launches Appointment Booking ToolThe new tool can assign the appropriate associate based on the client or appointment type and automate personalized text message follow-ups.
SourcingJan 26, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
MajorsJan 26, 2026
BIJC Names 5 New Board MembersThe new members’ skills span communications, business development, advocacy, and industry leadership.
CollectionsJan 26, 2026
Tiffany & Co. Celebrates 189 Years of Love StoriesThe jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.
GradingJan 26, 2026
DCA Updates Colored Gemstone CourseThe new features include interactive flashcards and scenario-based roleplay with AI tools.
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
MajorsJan 22, 2026
Lugano Diamonds Finds a BuyerInvestment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.
SourcingJan 22, 2026
De Beers To Release ‘A Diamond Is Forever’ BookIt explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.
MajorsJan 22, 2026
Swarovski Appoints New North America PresidentRetail veteran Sindhu Culas has stepped into the role.
MajorsJan 22, 2026
Stuller Names New Chief Merchandising, Marketing, Sales OfficerTaylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.
PodcastsJan 21, 2026
Episode 1: High Gold Prices, the Diamond Dilemma, & What’s NextWas 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.
EditorsJan 21, 2026
6 Jewelry Designers Poised to Have a Breakout Year in 2026Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.
