First new Rolex Submariner Desk Clock sells at auction
The newly launched Rolex Submariner Date Desk Clock, reference 909010LN, has made headlines after selling for an impressive US$17,750 at auction, significantly surpassing its retail price of US$10,270. This 80mm stainless steel clock marks a novel entry for Rolex, as it is officially listed on their website, something that is quite rare for the brand. The auction attracted considerable attention, particularly after the clock's existence became more widely known in late October, leading to a flurry of bidding activity that resulted in a final sale price US$7,480 over retail. Although Rolex products typically maintain or increase in value on the secondary market, the auction results reflect an extraordinary demand for this new desk clock. Compared to similar high-end clocks from other prestigious brands, such as F.P. Journe, which have fetched up to US$32,450 at auction, the price achieved by the Rolex clock raises questions about its collectability. The market's response remains uncertain, as collectors weigh the desirability of such luxury items against their substantial price premiums.
