Over the last two centuries, Sotheby's has built an iconic brand globally recognised for its prestige and distinction in the realm of fine art and the world’s most sought-after collectibles. But if there’s one place you wouldn’t expect the legendary auction house to go, it’s outer space. That is all set to change this April with AREA_51, a groundbreaking live auction in Geneva that ventures into the unknown – quite literally. In collaboration with creative watch collective Heist-Out, Sotheby’s will present a most unconventional collection of alien wristwear, enigmatic timepieces of unknown origin that have presumably surfaced under mysterious circumstances.
Pushing the boundaries of horology – and perhaps reality itself – Sotheby’s will transform La Salle Trocmé into a top-secret alien research facility, with 51 otherworldly lots up for auction.
A Collaboration of Substance
Coinciding with Watches & Wonders, the horology industry’s signature trade show in Geneva, this event will be Sotheby’s second collaboration with Heist-Out. The first one, titled Rough Diamonds, took place last year inside a wine cave in Geneva – an underground auction that proved to be as triumphant as the adventurous vintage watches that sold out in less than an hour. Rough Diamonds was a groundbreaking event that celebrated the vintage watch market’s most unconventional references. This year’s AREA_51 exhibition and live auction is a covert collective dedicated to alien wristwear and uncovering the truth behind a UFO phenomenon. While last year’s Rough Diamonds auction focused entirely on vintage lots, AREA_51 presents classic as well as contemporary lots, with new unique pieces designed specifically for the sale, such as the two references by Furlan Marri and Toledano & Chan.
Sotheby’s is Going to Space
Moving the concept into outer space, the UFO-themed watch exhibition unfolds over three days, followed by an evening reception and the live auction on 3 April. Held inside a cultural venue that resembles a crash-landed UFO in Geneva, the event will deliver a fully immersive experience transforming the salesroom into “a top-secret alien research station”. The success of the Rough Diamonds sale last year prompted Sotheby’s to revisit this singular format and expand the thematics to outer space. If last year’s theme took the audience to the depths of the earth, this year’s theme propels watch lovers onto a galactic journey filled with out-of-this-world horology pieces. Named after the infamous government site in Nevada that is alleged to harbour extraterrestrial life, the AREA_51 auction inspired some of the boldest watches ever on display, and the curation was based on “alien designs and materials that appear to have been created on another planet”.
The Lots
Toledano & Chan B/2 – 2025
Toledano & Chan continue to push the boundaries of design with the B/2 prototype, created exclusively for AREA_51. Drawing inspiration from fighter jets – specifically the Lockheed Martin F-117 Stealth – the timepiece perfectly aligns with the sale’s theme. The F-117 was developed at the legendary Lockheed Skunk Works, located in Area 51, marking the move as an apt tribute to aerospace innovation. The B/2 new case design has no right angles – its asymmetrical crystal scatters and reflects light in unexpected ways. The dial, plated in 24k gold, adds a striking contrast to the watch’s futuristic geometry; gold was used extensively in the F-117 for thermal shielding. A unique take on Toledano & Chan’s signature architectural approach, this singular creation is estimated at $13,363.
Furlan Marri Disco Volante – 2025
A bold evolution of Furlan Marri’s iconic Disco Volante design, this unique piece was crafted exclusively for AREA_51 and is a true fusion of past and future, featuring a meteorite dial set within a tantalum case – two challenging materials to master. Like a UFO on the wrist, it merges vintage influences with cosmic aesthetics, accentuated by Super-LumiNova details. At its core is the Calibre 7001 from Peseux, a manually wound movement offering a 42-hour power reserve. The redesigned bridges, with diamond-polished bevels, are hand-finished in Geneva. Estimated at $13,390, this superb timepiece redefines the Disco Volante series.
Patek Philippe Reference 4117/1G, Retailed by Asprey – 1973
A rare fusion of artistry and beauty, the Patek Philippe ‘Butterfly’, Reference 4117/1G, makes for an exceptional collector’s piece. Already an exceedingly limited model, this piece is distinguished by its extraordinary dial, crafted with preserved Morpho Menelaus butterfly wings, their iridescent blue hues lending a mesmerising effect.
Adding to its rarity, this watch bears the Asprey signature, a mark of provenance from the prestigious British luxury retailer. It has been nearly two decades since a Butterfly retailed by Asprey has appeared at auction, and with a high estimate at $111,581, this timepiece is everything buzzy in the watch world right now, and one of the highest contenders in the salesroom.
Audemars Piguet Royal Oak Concept 'CW1' ref. 25980AI – 2002
Audemars Piguet’s Royal Oak Concept ‘CW1’ watch belongs to the very first “Concept” series of watches, limited to 150 pieces. Its construction is revolutionary. This is the only watch ever made with alacrite – a metal primarily used in aerospace and rocket engineering – making this example a true innovation in both design and function. The Calibre 2896 within features a tourbillon with a spring-shaped bridge, engineered to withstand up to 50 g of shock. It also includes a dynamograph, regulating torque for optimal precision. Additionally, the entire movement is suspended in a feat of technical ingenuity. With an estimate of $223,189, this pioneering timepiece speaks to modern haute horology.
AREA_51 celebrates the most daring and unconventional watch designs, and is a tribute to the visionary creators behind these otherworldly timepieces. Defying traditional constraints, the live auction in Geneva reimagines innovation and recontextualises design, sparking a futuristic dialogue that pushes boundaries and reshapes perspectives on time and the mystery that lies beyond.
