For the second consecutive year, Sotheby’s Geneva is teaming up with the creative watch collective Heist-Out for a special thematic auction. And this time, the collection will have insane and cool UFO-inspired timepieces. Titled Area_51, the upcoming sale is a highly anticipated follow-up to Rough Diamonds, which celebrated some of the most unconventional references in the vintage watch market.
Last April, Rough Diamonds captivated collectors with an unorthodox exhibition staged inside a Geneva wine cave, featuring rock formations as display cases. The event culminated in a thrilling underground live auction, where all 24 lots sold out within an hour, many surpassing their high estimates. It was a resounding success for visionary designs by the likes of Gilbert Albert, Charles de Temple, and Jacqueline Dimier, whose creations found new appreciation.
Now, with Area_51, Sotheby’s and Heist-Out are launching their Rough Diamonds concept into outer space. The three-day event kicks off on April 1 with a UFO-themed wristwatch exhibition, followed by an evening reception on April 2 and a live auction on April 3. Set within La Salle Trocmé, the exhibition and auction space will be reimagined as a classified alien research station, showcasing all 51 lots of futuristic wrist wear that seem straight out of another galaxy.
Named after the infamous top-secret U.S. military base in Nevada, Area_51 gathers an extraordinary collection of avant-garde timepieces crafted with seemingly extraterrestrial materials and designs. The lineup includes 51 cutting-edge watches, with estimates ranging from 2,000 CHF to 200,000 CHF.
The sale features trailblazing brands such as Urwerk, MB&F, De Bethune, and Gérald Genta, alongside horological heavyweights Patek Philippe, Rolex, and Audemars Piguet, all competing for collectors’ attention with some of their rarest and most daring references.
Unlike Rough Diamonds, which focused exclusively on vintage pieces, Area_51 merges heritage with modern innovation, introducing two one-of-a-kind contemporary creations made specifically for the 2025 auction.
The watch from Furlan Marri is a unique variation on their Disco Volante series featuring a tantalum case, a material never used before by the brand (estimate 6,000 CHF – 12,000 CHF), while Toledano & Chan have created another, unique take on their trademark architectural watch designs (estimate 8,000 CHF – 12,000 CHF).
“After the tremendous success of Rough Diamonds, which went beyond our expectations, we were keen to revisit this iconoclastic format and client experience. Our imperative was to ensure they were different, whilst retaining their essence. This year the selection is much bigger. Last year’s theme took us to the depths of the earth, and this year’s theme – extra- terrestrial wristwear – blasts us onto a galactic journey filled with out-of-this- world watches. We have also included more contemporary references and two brand new and unique creations made exclusively for Area_51. Above all, the most fun was had in playing around with the definition of alien design and its many possibilities. That’s why this Area_51 collection is so eclectic – taking in the bejeweled and the minimalist, the graphic and the sleek, the discreet and the ostentatious – yet unmistakably alien to convention,” Manon Hagie, Sotheby’s Watch Specialist said.
Gérald Genta reference G.4036, Rolex, “Starship Gold”, Patek Philippe reference 4233/1, Audemars Piguet Star Wheel Automatic, Ressence Type 3AM American Market, Urwerk, and Audemars Piguet Royal Oak Concept ‘CW1’ are some of the highlights.
The watches will be accompanied by special Area_51 trading cards, which form a special pattern when the entire set is assembled. So get set on a space ride!
