Pharrell Williams' JOOPITER Launches First Dedicated Watch Auction "The Art of Time"
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JOOPITER Debuts in Watch Market
The Art of Time: Rare & Coveted Watches, JOOPITER's first-ever dedicated watch auction, is now live for global bidding through July 29, exclusively online. When Pharrell Williams launched JOOPITER in 2022, the debut sale was built around his own personal archive: sneakers, apparel, jewelry, as well as a handful of important watches, but this marks the platform's first curated watch-only sale.
Auction Details
The tightly curated sale features 28 timepieces that span nearly a century of design—from the 1930s to the 2020s—each chosen for its mechanical merit, rarity, and cultural relevance. Caitlin Donovan, Joopiter's global head of sales, curated the collection with a clear goal: to showcase extraordinary pieces that break away from the familiar Paul Newman Daytonas dominating the market.
The timepieces available range in starting bids from $3,000 for a Blancpain Villeret Split Second Chronograph Ref. 1186 "Soleil Blue" (expected to be sold at a price between $10,000 to $20,000) to a $290,000 bid for a Patek Philippe Celestial Ref. 6104R-001 (expected to be auctioned off for $300,000 to $600,000).
Notable Pieces
Leading the sale with an estimate up to $120,000 is a Rolex Day-Date reference 18366, cased in platinum with a lapis lazuli dial and a bezel set with 24 baguette-cut diamonds—representing the kind of unconventional luxury pieces that define JOOPITER's approach.
The top five slots are reserved for heavy hitters: a platinum, lapis‑lazuli‑dial Rolex Day‑Date 18366, a gem‑set Audemars Piguet Bamboo "Black Diamond," a one‑of‑a‑kind Cartier Tank Cintrée produced through the maison's "New Special Order" program, the original solid‑gold Audemars Piguet Royal Oak 5402 BA, and—at number one—a coral‑dial Piaget for Cartier Tank 9200.
Among the highlights are a Patek Philippe Gondolo featuring an onyx dial, three vibrant Franck Muller models from the '90s including the quirky Crazy Hours, and a striking all-blue Richard Mille RM030 designed for Paris Saint-Germain. Rare entries from Japanese maker Otsuka Lotec also make an appearance with two ultra-limited editions.
Cartier Tank Cintrée Ref. WGTA0090 (NSO)
A custom-order Cartier produced via the NSO program in yellow gold with a non-standard blue dial and Breguet numerals — a tasteful yet notable deviation from standard Cintrée production.
Audemars Piguet Royal Oak Concept Tourbillon Chronograph Ref. 26587TI
The first Concept model to feature a chronograph, tourbillon, and automatic winding.
Patek Philippe Celestial Ref. 6104R-001
A rose gold Grand Complication with a baguette diamond-set bezel representing the night sky as seen from Geneva.
For The Vintage Heads
Patek Philippe Calatrava Ref. 484
Produced in 1931 — one year before the launch of the more commonly known ref. 96 — and one of only two known examples. At 29mm with hooded lugs, it's a slim and unusual early Calatrava that speaks to early wristwatch experimentation by Patek.
Bueche-Girod Maxi Oval
Just as uncommon as Cartier's Maxi Oval from the same period, Bueche-Girod's version is a great value proposition.
Get Stoned
Rolex Day-Date Ref. 18366 in Platinum with Baguette Bezel and Lapis Lazuli Dial
Believed to be the only known example in this configuration: platinum case, baguette diamond bezel, and lapis dial.
Piaget for Cartier Tank Ref. 9200 with Coral Dial and Inlaid Case
An early 1980s collaboration between Piaget and Cartier, this example is inlaid with coral and onyx and fitted with a matching coral dial. This is the only known example.
Patek Philippe Gondolo Ref. 3733/1 with Onyx Dial
Minimalist and rectangular, with a black onyx dial, the ref. 3733/1 is emblematic of Patek's design-driven agenda of the 1970s.
MC's Top Lots
Audemars Piguet Royal Oak Offshore Ref. 77151
At 30mm this baby Offshore features a saturated orange dial and is a perfect reflection of a late-90s, early noughties aesthetic.
A Trio of Franck Mullers
Platform's Collecting Philosophy
It's less about market darlings or safe bets; there are no Paul Newman Daytonas or 5711s here. Instead, The Art of Time is highlighted by pieces that ask more poignant questions: What does rarity look like in a modern context? How much does form matter over function? And what happens when you collect watches the same way you collect contemporary art or furniture?
Founded by Pharrell Williams, JOOPITER is known for its storytelling-driven approach to collecting. As a space "built for today's collector by a team of collectors, curators and creators," JOOPITER aims to make the auction experience more accessible and engaging.
Previous JOOPITER Sales
In March, Joopiter produced "On Another Planet: The Collection of Kid Cudi." The auction featured 75 items chosen by the rapper himself. The items purchased reportedly generated $857,439, with a custom Jacob & Co. 14-karat N.E.R.D. pendant bringing in $243,750, making it the highest-priced item at the auction.
Building on past headline‑grabbing events—like letting fans shop Kid Cudi's wardrobe and closing New York's Morton Street for Joopiter's debut car auction—this new campaign invites collectors to bid on pieces that sit well outside the usual blue‑chip suspects.
Access and Bidding
The auction runs through July 29, 2025, exclusively on joopiter.com. Bidding is now live on Joopiter's digital platform, with global shipping available and estimates ranging from four figures to well into six.
"We are excited to present our inaugural watches auction—a thoughtfully curated selection of remarkable timepieces, each chosen for its craftsmanship, distinctiveness and collectibility," said Caitlin Donovan, JOOPITER's global head of sale.
