Events & AwardsJun 01, 2026
Design Atelier Brands Have a Big Night at Emotional Couture Design AwardsThe show started by honoring Mildred Marcano, ended with a tearful Beth Anne Bonanno, and recognized a dozen-plus designers in between.
AuctionsApr 03, 2017
The Rolex That Might Sell for More Than $2.5M
The coveted, black-dialed “Bao Dai” returns to auction next month in Geneva and could become the most expensive Rolex ever sold at auction.
The Rolex “Bao Dai” is one of only three Rolexes with a black dial and diamond markers and is the only one with the markers at the even hours. The last emperor of Vietnam, the Bao Dai, bought the watch in Geneva in 1954.
Geneva--A rare Rolex with a historically significant backstory could become the most expensive watch from the brand ever sold at auction when it goes under the hammer in Geneva next month.
The 35 mm reference 6062 “Bao Dai” Rolex made its debut at Baselworld in 1950, and the watch lays claims to its fair share of “onlys”--it’s one of only three models from Rolex with a black dial and diamond markers; of those three, it’s the only one with diamonds at the even hours; and it’s the most complicated Oyster case model ever made by Rolex, featuring day, date, month and moonphase indications.
And, like any great piece of jewelry or watch that’s bound to stir up aggressive bidding at auction, the Bao Dai also has a fantastic back story.
The Bao Dai bought this Rolex in Geneva in 1954 when he was in town attending the Geneva Conference, the meeting that resulted in the Geneva Accords, which brought an end to the first Indochina War.
Paul Boutros, the head of Americas and senior vice president for Bacs & Russo, said they do not know how much the Bao Dai originally paid for this watch, as it was never sold commercially or appeared in catalogs.
(Bacs & Russo runs the watch department at Phillips; well-known watch auctioneer Aurel Bacs and his wife, watch specialist Livia Russo, re-established the department for the auction house in 2014.)
The Bao Dai died in 1997, and Boutros said that in 2002, the emperor’s family consigned the watch and it sold for $235,000 at Phillips, making it then the most expensive Rolex ever sold at auction.
The man who bought it in 2002 sold it to a private collector, and it is this collector who is bringing the watch back to Phillips for a second sale, Boutros said.
“In this era of advanced technology, where consumer products become obsolete within months, people are attracted to the enduring aspect of fine mechanical watches, which are built to last an eternity.” --Paul Boutros, Bacs & RussoWhile the watch auctioneer gives a pre-sale estimate of more than $1.5 million, watch collector Edmond Saran
went a step further on his website, Le Monde Edmond, writing that the Bao Dai Rolex will sell for “a heck of a lot more” than $1.5 million and that it will, in fact, break the record for the most expensive Rolex ever sold at auction.
That record is currently held by the Rolex reference 4113 “Split-Seconds” that Phillips sold for $2.5 million in Hong Kong last November.
When asked if he agreed with this estimate, Boutros said that while the auction house has published its estimate at more than $1.5 million, the Bao Dai Rolex “has to be considered as a serious contender to achieve a record-breaking price.”
He said like collectible cars and contemporary art, the market for collectible watches has grown at a “healthy pace” since the last time the watch was sold, in the early 2000s, hence the reason why a watch that sold for less than $300,000 fifteen years ago can be expected to go for more than $2.5 million today.
“In this era of advanced technology, where consumer products become obsolete within months, people are attracted to the enduring aspect of fine mechanical watches, which are built to last an eternity,” Boutros said.
Phillips is auctioning off the Bao Dai, along with a number of other vintage Rolexes, at Geneva’s Hôtel La Réserve on May 13 and 14, holding the sale in association with Bacs & Russo.
Online bidding will be available for all those registered to bid and vetted by Phillips prior to the sale.
More on the other watches being offered can be found on the Phillips website.
That record is currently held by the Rolex reference 4113 “Split-Seconds” that Phillips sold for $2.5 million in Hong Kong last November.
When asked if he agreed with this estimate, Boutros said that while the auction house has published its estimate at more than $1.5 million, the Bao Dai Rolex “has to be considered as a serious contender to achieve a record-breaking price.”
He said like collectible cars and contemporary art, the market for collectible watches has grown at a “healthy pace” since the last time the watch was sold, in the early 2000s, hence the reason why a watch that sold for less than $300,000 fifteen years ago can be expected to go for more than $2.5 million today.
“In this era of advanced technology, where consumer products become obsolete within months, people are attracted to the enduring aspect of fine mechanical watches, which are built to last an eternity,” Boutros said.
Phillips is auctioning off the Bao Dai, along with a number of other vintage Rolexes, at Geneva’s Hôtel La Réserve on May 13 and 14, holding the sale in association with Bacs & Russo.
Online bidding will be available for all those registered to bid and vetted by Phillips prior to the sale.
More on the other watches being offered can be found on the Phillips website.
More on Auctions
The Latest
SourcingJun 01, 2026
RapNet Rebranding as Rapaport TradeThe revamped online diamond marketplace will feature pricing intelligence and data-driven tools for more efficient buying and selling.
SourcingJun 01, 2026
Gemfields’ Higher-Quality Emerald Auction Achieves $26.8MThe miner said demand for higher-quality emeralds is stable, but there is notable caution in the market.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
Weekly QuizMay 28, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
CollectionsMay 28, 2026
Meet The 17 Newcomers to Couture’s Design AtelierThese up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.
GradingMay 28, 2026
GCAL By Sarine Launches 8X Cushion CutThe lab’s proprietary diamond cut grade has been expanded to include the popular fancy shape.
Events & AwardsMay 27, 2026
5 Security Tips for Las Vegas Jewelry Market Week 2026This year, it’s what could happen outside of show hours that worries JSA Executive Vice President Scott Guginsky.
ColumnistsMay 27, 2026
What Jewelers Can Learn From Luxury Fashion’s Digital PlaybookHigh-end fashion houses know how to emotionally connect with customers online. Retail jewelers should take note, Emmanuel Raheb writes.
Events & AwardsMay 27, 2026
Couture’s ‘The Iridescence’ Will Showcase 7 Emerging Jewelry DesignersThe designers are the third cohort of mentees from the show’s Belonging @ Couture mentorship program.
ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
