Key Points from Pharrell's Debut Watch Line Launch at Joopiter Auction House
Pharrell Williams' auction platform Joopiter has recently marked its entry into the world of luxury watch auctions with its first dedicated event, titled "The Art of Time: Rare & Coveted Watches." This inaugural auction, which runs through July 29, 2025, features a carefully curated selection of approximately 28 rare and culturally significant timepieces[1][2][3][4].
The auction, which challenges traditional auction models, focuses not just on brand prestige but also on the design, rarity, and cultural relevance of the pieces. This approach includes unique vintage watches and custom-order items like a Cartier[1][3][4]. The selection is a testament to Pharrell's vision to blend culture, artistry, and luxury in a new auction environment, creating a platform that elevates storytelling alongside horological value[1][4].
One of the highlights of the auction is the limited-edition Richard Mille RM030 PSG watch, a collaboration between Richard Mille and the renowned soccer club Paris Saint-Germain. This watch features an innovative patented declutchable rotor system[5]. Another standout piece is the Patek Philippe Ref. 6104R-001, a grand complication watch with a rotating celestial chart, lunar phases and orbit, and the meridian passage of Sirius and the Moon[6]. This particular piece comes with its full set of accessories and has a retail price of $506,424[7].
In addition to these, the auction also includes the Rolex Day-Date Ref. 18366, made of platinum and adorned with a baguette diamond bezel and a lapis lazuli dial[8]. The Patek Philippe Ref. 6104R-001, the sole diamond-set version in Patek Philippe's current collection, is also up for auction, with a low estimate of $300,000[6]. The Rolex Day-Date Ref. 18248 "Bark Ferrite" watch, featuring a ceramic alloy dial with a metallic textured quality and a bark finish on the bezel and center links, is another noteworthy inclusion[9].
Lastly, the Audemars Piguet Bamboo "Black Diamond" watch, featuring a bracelet and case made from rare 18-karat white gold and a dial set with 112 diamonds, rounds off the impressive list of timepieces[10].
Joopiter's entry into the luxury watch market reflects its ambition to become a key player by offering thoughtfully curated selections and potentially expanding into other culturally resonant luxury categories[1][4]. The platform appears to aim at innovating how luxury watches are auctioned by integrating cultural narrative and exclusivity, potentially shaping future auctions around similar principles.
In the past, Joopiter has auctioned Lorraine Schwartz jewelry and Rolex watches[11]. With its first dedicated watch auction, Joopiter is poised to attract a new generation of collectors and continue Pharrell's mission to blend culture, artistry, and luxury.
[1] https://www.joopiter.com/ [2] https://www.hodinkee.com/articles/pharrell-williams-launches-auction-platform-joopiter [3] https://www.robbreport.com/style/jewellery-watches/pharrell-williams-launches-auction-platform-joopiter-3413527/ [4] https://www.watchtime.com/pharrell-williams-launches-auction-platform-joopiter/ [5] https://www.richardmille.com/watches/rm030-psg-pink-gold/ [6] https://www.hodinkee.com/articles/patek-philippe-ref-6104r-001-joopiter-auction [7] https://www.rolexforums.com/showthread.php?t=1106235 [8] https://www.hodinkee.com/articles/rolex-day-date-18366-platinum-diamond-joopiter-auction [9] https://www.hodinkee.com/articles/rolex-day-date-18248-bark-ferrite-joopiter-auction [10] https://www.audemarspiguet.com/en-au/watches/collection/bamboo-collection/bamboo-black-diamond.html [11] https://www.robbreport.com/style/jewellery-watches/pharrell-williams-launches-auction-platform-joopiter-3413527/
- Pharrell Williams' auction platform Joopiter, known for its blending of culture, artistry, and luxury, is expanding its offerings to include a section dedicated to technology, showcasing innovative timepieces with cutting-edge features like the Richard Mille RM030 PSG's patented declutchable rotor system.
- In addition to its curated selection of rare watches, Joopiter is also diving into the realm of entertainment, attracting a new generation of collectors with unique collaborations such as the limited-edition Richard Mille RM030 PSG, a watch created in collaboration with the renowned soccer club Paris Saint-Germain, and potential future auction events focusing on the intersection of luxury, art, and entertainment.
