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
ColumnistsFeb 04, 2026
January Jewelry Sales: More Dollars Spent, Fewer Units Sold Sherry Smith unpacks independent retailers’ January performance and gives tips for navigating the slow-growth year ahead.
MajorsFeb 04, 2026
What Designers Should Know About Saks Global’s BankruptcyFrom how to get an invoice paid to getting merchandise returned, JVC’s Sara Yood answers some complex questions.
TrendsFeb 04, 2026
Amanda’s Style File: February Birthstone BlissAmethyst, the birthstone for February, is a gemstone to watch this year with its rich purple hue and affordable price point.
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.
MajorsFeb 04, 2026
Marco Bicego Names New Global Marketing DirectorThe Italian jewelry company appointed Matteo Cuelli to the newly created role.
Weekly QuizJan 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsFeb 04, 2026
Frederick Goldman Updates Leadership TeamThe manufacturer said the changes are designed to improve speed, reliability, innovation, and service.
Policies & IssuesFeb 03, 2026
Tariff Relief on Horizon for India as Trump, Modi Make DealPresident Trump said he has reached a trade deal with India, which, when made official, will bring relief to the country’s diamond industry.
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.
CollectionsFeb 03, 2026
Jade Trau Releases New Charms, Introduces RondellesThe designer’s latest collection takes inspiration from her classic designs, reimagining the motifs in new forms.
WatchesFeb 03, 2026
Casio America Calls Jersey City HomeThe watchmaker moved its U.S. headquarters to a space it said fosters creativity and forward-thinking solutions in Jersey City, New Jersey.
SourcingFeb 03, 2026
Nivoda Reveals Upgraded Gemstone MarketplaceThe company also announced a new partnership with GemGuide and the pending launch of an education-focused membership program.
GradingFeb 02, 2026
IGI to Acquire American Gemological Laboratories IGI is buying the colored gemstone grading laboratory through IGI USA, and AGL will continue to operate as its own brand.
CrimeFeb 02, 2026
Ylang 23’s Dallas Store BurglarizedThe Texas jeweler said its team is “incredibly resilient” and thanked its community for showing support.
EditorsFeb 02, 2026
Stars Choose Chokers, Elongated Earrings at 2026 GrammysFrom cool-toned metal to ring stacks, Associate Editor Natalie Francisco highlights the jewelry trends she spotted at the Grammy Awards.
CollectionsFeb 02, 2026
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the fact that the 2026 Olympics are taking place in two different cities.
SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovFrom tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
CollectionsJan 30, 2026
Follow the Beat With Etiq’s ‘Khol’ RingThe “Khol” ring, our Piece of the Week, transforms the traditional Indian Khol drum into playful jewelry through hand-carved lapis.
MajorsJan 30, 2026
Arch Crown’s 2026 ‘Tag & Label’ Catalog Is HereThe catalog includes more than 100 styles of stock, pre-printed, and custom tags and labels, as well as bar code technology products.
CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
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.
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.
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.
