Pharrell Williams’ JOOPITER Launches Its First Exclusive Watch Auction: A New Vision for Collecting Timepieces

When Pharrell Williams launched JOOPITER in 2022, it quickly became clear that this platform wasn’t just another auction house following tradition. The inaugural sale was built around Pharrell’s own personal archive, offering everything from sneakers and apparel to jewelry and a select group of important watches — including a standout platinum Audemars Piguet Royal Oak perpetual calendar with a skeletonized dial. JOOPITER was never meant to replicate existing auction formats; instead, it set out to carve its own unique path, focusing on fresh perspectives and uncommon tastes.

Fast forward to 2025, and JOOPITER has unveiled its first dedicated watch auction titled “The Art of Time: Rare and Coveted Watches.” This carefully curated sale features 27 lots that not only reflect the current interests of collectors but also anticipate the future direction of watch collecting. While traditional auction catalogs often fill their pages with familiar names like vintage Patek Philippe classics or cult-status Rolex sport models, JOOPITER’s selection stands apart. Many of the brands are familiar — shared with Phillips, Christie’s, and Sotheby’s — but the references and variants are refreshingly unexpected, breaking from the typical auction house playbook.

This auction doesn’t chase market favorites or safe bets. You won’t find a Paul Newman Daytona or a Patek Philippe Nautilus 5711 here. Instead, the collection invites deeper questions: What does rarity mean in today’s modern context? How much does design matter compared to function? And what happens when watches are collected with the same passion and eye for artistry as contemporary art or iconic furniture?

Many pieces resonate strongly with Pharrell’s own tastes and collecting philosophy. He has long favored avant-garde and experimental watches over traditional icons. Early in the 2000s, Pharrell championed skeletonized Royal Oak perpetual calendars and Concept models — pieces that only recently gained broader acceptance among enthusiasts. His bold, unconventional approach to collecting perfectly aligns with the spirit of this auction.

Among the highlights are modern masterpieces that blend technical innovation with elegant design. Take the Cartier Tank Cintrée Ref. WGTA0090, for example. This watch is not your standard Tank. Created through Cartier’s NSO (Nicolas Sednaoui Original) customization program, it features a yellow gold case, a rare blue dial, and Breguet Arabic numerals. This unique combination breaks with the usual Cintrée production, offering collectors a striking and collectible variation estimated between $40,000 and $80,000.

Equally remarkable is the Audemars Piguet Royal Oak Concept Tourbillon Chronograph Ref. 26587TI. This is the first Concept model to combine a chronograph, tourbillon, and automatic winding in one piece — a true technical marvel housed in a lightweight titanium case. It carries an estimate of $150,000 to $250,000.

Then there’s the Patek Philippe Celestial Ref. 6104R-001, a breathtaking rose gold Grand Complication adorned with a baguette diamond bezel that artistically maps the night sky as seen from Geneva. With an estimate ranging from $300,000 to $600,000, this watch exemplifies the highest level of haute horlogerie, combining astronomical complications with dazzling artistry.

For collectors passionate about vintage, the auction offers rare treasures as well. The Patek Philippe Calatrava Ref. 484, produced in 1931 just before the famed Ref. 96, is one of only two known examples. With a 29mm case and distinctive hooded lugs, this watch reflects early wristwatch experimentation and commands an estimated price between $10,000 and $15,000.

Another standout is the 1960s Bueche-Girod Maxi Oval. Though less famous than Cartier’s Maxi Oval from the same era, this model is just as rare and presents excellent value for collectors, with an estimated price range of $15,000 to $25,000.

This auction also explores the realm of precious stones and unique dial materials, treating watches as wearable art rather than mere timekeepers. For example, the Rolex Day-Date Ref. 18366 in platinum with a baguette diamond bezel and lapis lazuli dial is believed to be unique in this configuration. The deep blue of the lapis lazuli beautifully contrasts with the icy platinum case and sparkling diamonds. This rare piece is estimated between $100,000 and $130,000.

Similarly eye-catching is the Piaget for Cartier Tank Ref. 9200, a collaborative piece from the early 1980s, featuring a coral dial and an inlaid case adorned with coral and onyx. This is the only known example of its kind and is estimated between $25,000 and $45,000.

Patek Philippe’s Gondolo Ref. 3733/1, with its minimalist rectangular white gold case and black onyx dial, embodies the brand’s experimental spirit of the 1970s and is estimated between $25,000 and $35,000.

Pharrell’s penchant for vibrant colors and bold design also emerges in the more playful lots. The Audemars Piguet Royal Oak Offshore Ref. 77151, with a vivid orange dial, perfectly captures the late 1990s to early 2000s aesthetic that Pharrell has championed. This smaller 30mm Offshore model is estimated between $10,000 and $20,000.

Adding further to the auction’s eclectic charm are three Franck Muller pieces, including the audacious Crazy Hours Tourbillon. Known as the “enfant terrible” of watchmaking, Franck Muller creates unapologetically bold and sometimes gaudy watches. These lots, ranging from $6,000 to $50,000, celebrate a rebellious spirit that aligns with Pharrell’s fearless approach to collecting.

What makes JOOPITER’s The Art of Time auction particularly compelling is its deliberate break from traditional auction house strategies. Rather than focusing on the most liquid, guaranteed-to-resell stars of the market, it champions passion, artistry, and cultural significance. This invites collectors to reconsider how they define value in watch collecting, moving beyond mere investment toward personal expression and appreciation of design.

Increasingly, watch enthusiasts see timepieces as more than tools or status symbols—they are works of art and cultural artifacts. By spotlighting unique and unconventional pieces that may be overlooked in mainstream auctions, JOOPITER encourages a new generation to explore horology through fresh eyes.

The Art of Time: Rare and Coveted Watches runs through July 29, 2025, on joopiter.com. Whether you’re drawn to Cartier’s bespoke elegance, Audemars Piguet’s technical innovation, or rare vintage Patek Philippe, this auction offers a refreshing, thought-provoking journey into watch collecting’s evolving landscape.

Pharrell Williams and JOOPITER have opened a new chapter in how we collect and appreciate watches — one where creativity, rarity beyond the obvious, and personal stories are just as important as mechanics and brand prestige. For those seeking something truly different, this auction is not to be missed.