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).
More on Auctions
The Latest
EditorsSep 15, 2025
Skipping the Necklace, Embracing Snakes: The Best Jewelry From the 2025 Emmy AwardsAssociate Editor Natalie Francisco shares eight of her favorite jewelry looks from the 77th annual Primetime Emmy Awards, held Sunday night.
SurveysSep 15, 2025
Resilient Shoppers to Boost Holiday Retail Sales, Says DeloitteIt’s predicting a rise in retail sales this holiday season despite economic uncertainty and elevated inflation.
SourcingSep 15, 2025
Gemfields Achieves $32M at High-Quality Emerald AuctionIt included the sale of the 11,685-carat “Imboo” emerald that was recently discovered at Kagem.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
SourcingSep 15, 2025
AGTA Elects 8 Members to Board of Directors The newly elected directors will officially take office in February 2026 and will be introduced at the organization’s membership meeting.
Weekly QuizSep 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsSep 12, 2025
Out & About: Mining Sapphires in Rock Creek, MontanaAssociate Editor Lauren McLemore headed out West for a visit to Potentate Mining’s operation hosted by gemstone wholesaler Parlé Gems.
TrendsSep 12, 2025
Piece of the Week: Arunashi’s Fordite and Rhodolite EarringsFordite is a man-made material created from the layers of dried enamel paint that dripped onto the floors of automotive factories.
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.
Events & AwardsSep 12, 2025
Al Gilbertson Wins 2025 Robert M. Shipley AwardGilbertson has worked as a researcher, jeweler, lapidary artist, appraiser, and business owner throughout his decades in the industry.
Policies & IssuesSep 11, 2025
Supreme Court to Hear Tariffs Case in November A decision likely won’t come until January 2026 at the earliest, and the tariffs remain in effect until then.
MajorsSep 11, 2025
Tabayer Opens Nordstrom Shop-In-ShopLocated in the revamped jewelry hall at the retailer’s New York City flagship, this opening is Tabayer’s first shop-in-shop.
SourcingSep 11, 2025
Need to Sell More Natural Diamonds? De Beers Has an App for ThatThe new, free app offers accessible educational content, like games and podcasts, for U.S. retailers.
MajorsSep 10, 2025
Stuller to Swap Gold Scrap for Full Credit to AccountAs the gold price rises, the manufacturer is offering a 100 percent payout through Sept. 30 for gold clean scrap.
SourcingSep 10, 2025
Tech Meets Style in the New Loewe x Jacob & Co. HeadphonesJacob & Co. partnered with the German technology company on two pairs of headphones, one set with diamonds and the other with sapphires.
TrendsSep 10, 2025
Tiffany & Co. Archival Jewels Bring Life to ‘Frankenstein’Guillermo del Toro’s 2025 “Frankenstein” will feature 27 jewels and objects from the storied brand, including pieces from its archives.
MajorsSep 10, 2025
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe Waldorf Astoria New York’s grand reopening this past summer means a homecoming for the industry group’s annual event.
SourcingSep 09, 2025
Anglo American to Merge With Canadian Copper Miner Anglo plans to merge with Teck Resources Ltd. to form Anglo Teck. The deal changes nothing about its plans to offload De Beers.
MajorsSep 09, 2025
MJSA Education Foundation Announces 2025 Scholarship WinnersThe nonprofit awarded four students pursuing a professional career in jewelry making and design with $2,250 each.
IndependentsSep 08, 2025
Take a Look Inside the New Korman Store in AustinThe Texas-based jeweler has also undergone a brand refresh, debuting a new website and logo.
MajorsSep 08, 2025
MJSA Is Officially Now Under JA’s UmbrellaThe two organizations have finalized and signed the affiliation agreement announced in May.
AuctionsSep 08, 2025
Sotheby’s To Auction ‘Exceptional’ Collection of JAR, Suzanne Belperron JewelsThe single-owner sale will headline Sotheby's inaugural jewelry auction at the Breuer building, its new global headquarters, this December.
Events & AwardsSep 08, 2025
27 Can’t-Miss Converge Sessions, Events From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.
ColumnistsSep 05, 2025
Peter Smith: A Lasting Lesson From Maurice Tempelsman Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.
CollectionsSep 05, 2025
Piece of the Week: Jamie Turner’s ‘Victoria’ Necklace The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.
Policies & IssuesSep 05, 2025
Trump Takes Tariffs Case to the Supreme Court Two lower courts have moved to block the import taxes, which will remain in place as the legal battle continues.
WatchesSep 05, 2025
Patrick Mahomes Is the New Hublot Brand AmbassadorThe Kansas City Chiefs quarterback shares Hublot’s dedication to pursuing greatness, the Swiss watchmaker said.
