How Much Did the Rolex Four Seasons Daytonas Sell For? $49.4M Combined

The four unique Rolex Daytonas sold for a combined £37.3 million, or about $49.4 million, at Phillips in London. That makes it the largest single consignment to a charity watch auction in history.

That's a lot of zeros for four watches. Here's what was sold, what each one fetched, and why the result shocked even seasoned collectors.

What Are the Rolex Four Seasons Daytonas?

The Four Seasons are four one-of-one gem-set Cosmograph Daytonas, each inspired by a season. All four are 40 mm watches powered by Rolex's automatic caliber 4131. What sets them apart is their materials:

• Spring: white gold with a chrysoprase dial and lepidolite counters
• Summer: turquoise dial
• Autumn: mookaite dial
• Winter: platinum with a blue opal dial, lapis lazuli counters and a blue-to-fuchsia sapphire bezel

None of them is a catalog watch, and Rolex has said nothing about making more.

How Much Did Each Daytona Sell For?

Winter, the platinum watch, achieved $13.2 million. Spring was the lowest of the four at $9 million, which is still an incredible result for a modern Daytona. The Summer and Autumn figure is simple subtraction from the total, and it works out to well over $13 million each on average.

When and Where Did the Auction Happen?

The charity auction took place in London on September 28, 2026, run by Phillips and led by auctioneer Aurel Bacs. Each watch was sold as its own lot, not as a set.

Where Did the Money Go?

Every dollar went to charity. Phillips waived all buyer's premiums, so the full hammer price went to two causes: wristreview

• The Roger Federer Foundation, which supports early childhood education in Southern Africa and Switzerland
• Re:wild, Leonardo DiCaprio's organization focused on restoring ecosystems

Why Did the Price Jump So High?

A few things came together:

1. True one-of-one scarcity. There is no second Winter Daytona, and there never will be.
2. Rolex made them itself. The brand has rarely done anything like this, and this was Rolex's first-ever auction.
3. Star power. Federer and DiCaprio gave the sale a global audience.
4. The charity angle. With no buyer's premium and a good cause, bidders had a reason to stretch.
5. Gem-set craftsmanship. These are jewelry-grade pieces, far from a standard steel Daytona.

The $4.9M Twist: Rolex Expected Much Less

This is where the $4.94M figure in the original title likely comes from. Rolex initially priced the four watches at roughly CHF 4 million ($4.9 million) and planned to sell them as a set. After strong interest from VIPs at Watches and Wonders, Rolex switched to a public auction. The final result was roughly ten times what Rolex first had in mind.

How Does It Compare to the Paul Newman Daytona?

Paul Newman's personal Daytona sold for $17.75 million at Phillips in 2017. No single Four Seasons watch beat that, but together they brought in almost three times as much. Newman's watch had real-life history behind it. Rolex built the Four Seasons story from scratch, and the market still paid up.

Will This Affect Regular Rolex Prices?

Probably not directly. One report suggests it won't touch your Submariner's value, but it does show how much collectors will pay for rarity and a strong story. Expect more attention on unique and limited Rolex pieces.

Final Thoughts

The Four Seasons auction showed that people will pay serious money for rare, well-made watches with a story behind them. It also raised nearly $50 million for good causes.

You don't need a seven-figure Daytona to care about how you store your watches, though. If you collect, a good box matters. It protects your pieces and keeps them looking their best. BezelHold sells genuine, quality wooden watch boxes for storing and showing off your collection. Whether you own one special watch or a growing set, it's worth a look.