This Is the Most Important Watch Sale of 2025

Geneva is hosting its massive fall watch auctions this weekend, marking one of the most anticipated events in the horological calendar. The city’s auction houses—Phillips, Sotheby’s, and Christie’s—are offering some of the rarest and most storied timepieces ever seen.

Highlights and Notable Lots

“Key lot of the year,”
said Aurel Bacs of Phillips about a remarkable Patek Philippe expected to exceed $10 million.
Francis Ford Coppola is parting with a selection of his treasured watches to offset losses from his film Megalopolis.
Sotheby’s will feature a century-old Cartier clock, a historically significant Rolex from a famed expedition, and a Breguet pocket watch once owned by King George VI.
Phillips presents a double-signed Patek 565 and a rare ‘pre-Carrera,’ appealing to enthusiasts of both vintage and classic designs.
Christie’s brings a 1940s Rolex Bubbleback and a beautiful cloisonné-dial Eska with an approachable estimate.

These highlighted pieces represent only a fraction of the hundreds of watches set to go under the hammer. Collectors and fans around the world are watching closely as Geneva once again cements its place as the beating heart of the global watch market.

Author’s Summary

This weekend’s Geneva auctions unite rare collectibles and celebrity consignments, setting the tone for one of the year’s most exciting moments in watch collecting.

GQ — 2025-11-07