Rolex’s Four Seasons Daytona: A Rare Charity Auction

Rolex has confirmed that four unique, gem-set versions of the Oyster Perpetual Cosmograph Daytona will go to auction individually at Phillips in London on Monday, September 28, 2026. Known as the “Four Seasons,” the watches were quietly shown at Watches & Wonders earlier this year and are now being sold to raise money for two charities: the Federer Foundation and Re:wild.

A Rare Move for Rolex

Rolex almost never places its own watches directly into an auction house sale. The brand’s business model runs on authorized dealers, not the secondary market, which is exactly what makes this sale notable to collectors who follow the brand closely. Selling four one-of-a-kind pieces individually, rather than as a single lot, is also a deliberate choice — it is expected to maximize the total raised for charity.

The pieces were developed under Rolex’s Perpetual Planet Initiative, and the brand has framed the auction as an extension of that program rather than a one-off marketing moment.

Meet the Four Seasons Collection

Each Daytona is built around a distinct seasonal palette, using a different case metal, dial stone, and gemstone bezel. All four share 54 brilliant-cut diamonds set into the lugs and crown guards.

Spring

18ct white gold · chrysoprase dial · lepidolite counters · bezel set with 36 trapeze-cut purple sapphires (~5.57 ct)

Summer

18ct Everose gold · turquoise dial · ruby counters · bezel set with 36 trapeze-cut pink sapphires (~4.32 ct)

Autumn

18ct yellow gold · mookaite dial · chrysoprase counters · bezel set with 36 trapeze-cut green tourmalines (~4.32 ct)

Winter

950 platinum · blue opal dial · lapis lazuli counters · bezel set with 36 sapphires graduating blue to fuchsia

The Cause Behind the Collection

Proceeds from the sale go to two organizations: the Federer Foundation, founded by Roger Federer to support early childhood education in Southern Africa and Switzerland, and Re:wild, co-founded by Leonardo DiCaprio and focused on protecting and restoring wild ecosystems.

“True excellence is measured not only by the quality of our products, but also by the positive impact we can have on the world.”
— Jean-Frédéric Dufour, CEO, Rolex

The Auction Details

• Auction house: Phillips
• Date: Monday, September 28, 2026
• Location: London, held alongside a gala dinner
• Format: Sold individually, not as a set
• Beneficiaries: The Federer Foundation and Re:wild

For context on scale, the current record for any watch sold at auction is the CHF 31 million paid for a Patek Philippe Grandmaster Chime. Rolex has not set an estimate for the Four Seasons watches, but the rarity of a Rolex-initiated charity sale — and the star power behind it — means final prices will be closely watched.

What It Means for Daytona Collectors

None of the four Four Seasons watches will be available for purchase outside the September 28 auction, so this isn’t a new reference to add to a want list. What it does offer is a rare, public look at the level of gem-setting and finishing Rolex is capable of outside its standard catalog — craftsmanship that rarely leaves the brand’s workshops.

For collectors focused on the production Cosmograph Daytona, the moment is still a good prompt to review the current lineup, from steel sport models to gem-set and precious metal references. Our team works with clients across Houston and nationally to source Daytona models and can walk through what’s currently available.

FAQ

Can I buy one of the Rolex Four Seasons Daytona watches?

No. All four are one-of-a-kind pieces being sold exclusively through the Phillips charity auction in London on September 28, 2026. They will not be available through Rolex boutiques or authorized dealers.

Why is this unusual for Rolex?

Rolex sells almost exclusively through its authorized dealer network and rarely places its own watches into a public auction. Doing so for four unique pieces at once, sold individually to maximize charitable proceeds, is a departure from that norm.

Where do the proceeds go?

To the Federer Foundation, which supports early childhood education in Southern Africa and Switzerland, and Re:wild, which works on global ecosystem protection and restoration.

Does Mio Jewelry carry the Rolex Cosmograph Daytona?

Yes. We regularly source Daytona references across steel, two-tone, and precious metal configurations. Contact our team for current availability.

Sources: Rolex Newsroom, SJX Watches, Gear Patrol.