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
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
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.
TechnologyFeb 11, 2026
Gemvision Symposium 2026 Slated for AprilThe event will include panel discussions, hands-on demonstrations of new digital manufacturing tools, and a jewelry design contest.
Weekly QuizFeb 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsFeb 11, 2026
TJS Announces Roundtable, Launches New AppRegistration is now open for The Jewelry Symposium, set to take place in Detroit from May 16-19.
SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
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.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
SourcingFeb 10, 2026
AGTA To Debut ‘Stuller Color of the Year’ Spectrum Awards CategoryThe new category asks entrants for “exceptional” interpretations of the supplier’s 2026 color of the year, which is “Signature Red.”
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
Events & AwardsFeb 09, 2026
JA Now Accepting Entries for 2026 CASE AwardsEntries for the jewelry design competition will be accepted through March 20.
IndependentsFeb 09, 2026
James Free Jewelers Unveils Revamped FlagshipThe Ohio jeweler’s new layout features a curated collection of brand boutiques to promote storytelling and host in-store events.
TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayFrom heart motifs to pink pearls, Valentine’s Day is filled with jewelry imbued with love.
CrimeFeb 06, 2026
Florida Man Sentenced After Selling Fake Native American Jewelry for a Decade Prosecutors say the man attended arts and craft fairs claiming he was a third-generation jeweler who was a member of the Pueblo tribe.
FinancialsFeb 06, 2026
Pandora’s North America GM Departs Amid Executive ChangesNew CEO Berta de Pablos-Barbier shared her priorities for the Danish jewelry company this year as part of its fourth-quarter results.
TrendsFeb 06, 2026
Margot Robbie, Jacob Elordi Wear Matching Cece Jewellery Signet RingsOur Piece of the Week picks are these bespoke rings the “Wuthering Heights” stars have been spotted wearing during the film’s press tour.
MajorsFeb 05, 2026
Pandora to Begin Selling Platinum-Plated JewelryThe introduction of platinum plating will reduce its reliance on silver amid volatile price swings, said Pandora.
SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
IndependentsFeb 05, 2026
Borsheims to Undergo Massive Renovation in the Spring The Omaha jewelry store’s multi-million-dollar renovation is scheduled to begin in mid-May and take about six months.
CollectionsFeb 05, 2026
Marco Bicego’s Amethyst Collection Travels to a Purple ParadiseThe “Paradise Amethyst” collection focuses on amethyst, pink tourmaline, garnet, and 18-karat yellow gold beads.
FinancialsFeb 05, 2026
Watches of Switzerland Reports Strong Holiday Results in Q3The retailer credited its Roberto Coin campaign, in part, for boosting its North America sales.
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.
