First Look Inside AREA_51: Sotheby’s Interstellar Watch Auction

April 1-3 | Geneva, Switzerland
Launch Slideshow

C oinciding with Watches & Wonders, the horology industry’s signature trade show in Geneva, Sotheby’s is reuniting with creative watch collective heist-out for their second collaboration: AREA_51, an exhibition and live auction of alien wristwear.

The new collaboration is the hotly anticipated follow up to last year’s Rough Diamonds, the groundbreaking activation celebrating the vintage watch market’s most unconventional references. Launched last April, the unorthodox Rough Diamonds exhibition – housed deep inside a Geneva wine cave and featuring rock formations as displays – was followed by a thrilling live underground auction that saw all 24 lots on offer sell out in less than an hour, the majority far above their high estimates. This was a triumph for adventurous vintage watches created by visionary designers, including Gilbert Albert, Charles de Temple and Jacqueline Dimier, whose names have somewhat faded into horological history.

With AREA_51, Sotheby’s and Heist-Out are rocketing the Rough Diamonds concept into outer space with a UFO-themed wristwatch exhibition beginning on April 1, followed by an evening reception on April 2 and culminating in the live auction on April 3.

The three-day event will be hosted at the site of what appears to be a crash-landed UFO in the heart of Geneva. The AREA_51 location – La Salle Trocmé – will offer visitors a fully immersive experience, transforming the exhibition area (which will showcase all 51 lots) and the auction saleroom into a top-secret alien research station.

Flip through the slideshow above to see 10 initial highlights, and stay tuned for the declassification of all 51 lots.

First Look Inside AREA_51: Sotheby’s Interstellar Watch Auction

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