Da wird so mancher Millionär neidisch: Rolex entdeckt die Macht des Einzelstücks

In August, Canadian rapper Drake made headlines with his unique "One of One Piece Unique Ice Gradient Daytona" on Instagram, showcasing his diamond and blue sapphire-studded timepiece. The watch, with its "Freeze the World" inscription on the bezel, was said to celebrate records set in 2026. While Rolex declined to confirm that the timepiece was specifically made for Drake, industry experts believe a special edition is likely.

Rolex has always manufactured limited-edition watches, such as a 1995 Daytona for gem supplier Tarek Shah and a 2025 Day-Date for the chairman of a major Rolex dealer. What's new is that these exclusive pieces are becoming more publicly visible, not only through their owners but also through Rolex itself. On September 28, Rolex auctioned four specially designated Daytonas, each representing a different season, at auction house Phillips in London.

The proceeds went to Roger Federer's foundation and a nature conservation organization founded by Leonardo DiCaprio. With an annual production of about 1.2 million watches, Rolex is the world's leading luxury watch brand. The allure of owning a unique piece drives demand for exclusivity, even among established luxury brands like F. P. Journe, Greubel Forsey, and Philippe Dufour.

Personalized luxury watches, created by workshops like Artisans de Genève, Blaken, and Bamford, have also gained attention. Rolex has been reluctant to accommodate such customization requests, fearing it would set a precedent for clients demanding more exclusivity. However, the brand is now openly testing the waters with the four new Daytona models, which could help gauge the impact of increased scarcity on pricing.