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| Joopiter, an auction house founded by Pharrell Williams, held a watch auction in July. Alexander Tamargo/Getty Images for Richard Mille |
Pharrell Williams may be best known for his music, but in the luxury world, he’s making waves for another reason: his eye for rare and collectible timepieces. In July, his online auction platform Joopiter hosted a sale of high-end watches that collectively raked in just over $1 million, drawing in serious collectors, horology enthusiasts, and fans of Pharrell’s taste in style.
The auction was a curated collection of timepieces spanning multiple decades and styles, with brands like Rolex, Cartier, Richard Mille, and Patek Philippe featured among the highlights. While it wasn’t confirmed how many if any of the pieces came directly from Pharrell’s personal stash, the collection mirrored his well-documented appreciation for standout, off-catalog, and avant-garde watches.
According to Robertino Altieri, CEO of WatchGuys.com, the auction included everything from “holy grails” to surprising Japanese gems, including two custom pieces from independent Japanese brand Ōtsuka Lōtec that sold for $12,500 and $13,750 far exceeding their usual price points.
However, five standout watches accounted for the lion’s share of the total: $756,250, or roughly 70% of the sale’s total value. Below is a closer look at the top five watches that led the auction and what made each of them so special.
1. Patek Philippe Celestial Ref. 6104R-001 – $387,500
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| The Daytona "Sodalite" sold on the higher end of its estimated value. Joopiter |
At the top of the leaderboard was the Patek Philippe Celestial Ref. 6104R-001, a dazzling, astronomical-themed timepiece featuring a diamond-studded bezel and a deep, star-filled sky dial. Even with a final price just under $400,000, Altieri noted that this sale price was surprisingly low for a watch typically valued between $400,000 and $700,000 on the open market.
“This piece is exquisite, but highly niche,” Altieri explained. “Its specialized nature means fewer potential buyers, so it sold on the lower end of its expected range.” Still, it was the most valuable watch of the sale and a strong indicator of Joopiter’s appeal to high-net-worth collectors.
2. Richard Mille RM030 PSG – $137,500
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| This Cartier Tank Cintrée sold on the higher end of its estimated value. Joopiter |
Coming in second was the Richard Mille RM030 Paris Saint-Germain edition, a limited-production sports watch created in collaboration with the famed French football club. Pharrell has long been a Richard Mille enthusiast, and the brand’s bold, futuristic designs align with his own fashion-forward persona.
That said, the $137,500 sale price was notably low for an RM030 PSG, which typically commands prices around $250,000. Altieri speculated the drop could be due to the listing’s mention that the piece might require servicing, which likely dampened bidder enthusiasm. Nevertheless, its presence in the auction brought serious prestige and interest.
3. Rolex Day-Date Ref. 18366 ‘Platinum Baguette Lapis Lazuli’ – $125,000
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| This Rolex Day-Date sold on the higher end of its estimated value. Joopiter |
An extremely rare and luxurious model, this platinum Rolex Day-Date is distinguished by its vibrant lapis lazuli dial and a bezel set with 24 baguette-cut diamonds. It’s an off-catalog piece a type of Rolex so exclusive it’s not publicly listed or marketed, making it part of the brand’s secretive “special-order” tier.
Altieri noted that Pharrell’s preference for rare dial colors and off-menu watches like this one makes perfect sense given his taste. “This is classic Pharrell,” he said. “A bold choice that quietly screams exclusivity.”
4. Cartier Tank Cintrée Ref. WGTA0090 ‘NSO’ – $62,500
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| This Richard Mille sold on the lower end of its estimated value. Joopiter |
Cartier’s Tank Cintrée line is already legendary, but this New Special Order (NSO) version took things to another level. Featuring a rare blue dial, the watch was a one-of-a-kind commission made through Cartier’s bespoke NSO program, which officially ended in 2025.
Altieri said the sale price was right in line with expectations for such a rare dial color and unique provenance. “This is the kind of piece collectors dream about it’s exclusive, it’s elegant, and it’s virtually impossible to replicate or replace,” he said.
5. Rolex Daytona Ref. 16519 ‘Sodalite’ – $43,750
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| This Patek Philippe sold on the lower end of its estimated value. Joopiter |
Rounding out the top five is a stunning Rolex Daytona featuring a rare blue sodalite dial with eight diamond hour markers. This was the first Daytona made in white gold with a stone dial, and its visual appeal combined with Rolex’s consistent secondary-market performance made it a highly desirable lot.
Altieri described the final sale price as on “the higher end” of the expected range. “Rolex remains king in resale value,” he said. “And watches like this one, with gemstone dials and white gold cases, are particularly strong sellers.”
Pharrell’s Watch Auction: More Than a Celebrity Sale
What made this auction stand out wasn’t just the celebrity connection, but the quality and variety of the watches on offer. Joopiter curated a truly eclectic mix blending iconic models with under-the-radar brands and highly specific customizations.
The success of the sale also points to a growing trend in celebrity-backed collecting platforms, where fashion and luxury culture meet old-school craftsmanship and investment appeal.
“Pharrell’s influence can’t be overstated,” Altieri noted. “His taste for ultra-rare, design-forward pieces is helping reshape the perception of watches from dusty collectibles to cultural art objects.”
