For over two centuries, Sotheby’s has been a global symbol of prestige in fine art and rare collectibles. But this April, the legendary auction house is taking an unexpected leap—into outer space.
Introducing AREA_51, a bold live auction in Geneva the event will explore the unknown in collaboration with creative watch collective Heist-Out. This one-of-a-kind sale will feature 51 enigmatic timepieces, each evoking an alien presence, with origins that remain as mysterious as their designs. Pushing the limits of horology—and perhaps reality itself—Sotheby’s will transform La Salle Trocmé into a top-secret alien research facility, setting the stage for an auction like no other.
VA Collaboration That Breaks Boundaries
Timed to coincide with Watches & Wonders, Geneva’s premier watch trade show, AREA_51 marks Sotheby’s second partnership with Heist-Out. Their first collaboration, Rough Diamonds, was held last year in an underground wine cave in Geneva—a fitting venue for a sale that celebrated rare and unconventional vintage watches. The auction was a resounding success, with every lot selling out in under an hour.
This year, AREA_51 takes things even further. Dedicated to alien wristwear and the mysteries of the unknown, it blends vintage icons with contemporary masterpieces, including exclusive pieces created specifically for the auction. Among them are two standout references from Furlan Marri and Toledano & Chan, proving that in the world of watchmaking, the extraordinary is always within reach.
With AREA_51, Sotheby’s challenges the very concept of traditional watch auctions. By embracing the unconventional, the house invites collectors to explore the outer limits of design, craftsmanship, and imagination—where time itself becomes a mystery.
Sotheby’s is Going to Space
Taking the concept beyond Earth, the UFO-themed watch exhibition spans three days, culminating in an evening reception and live auction on 3 April. Set in a Geneva venue that resembles a crash-landed UFO, the event promises a fully immersive experience, transforming the salesroom into a “top-secret alien research station.”
Following the success of last year’s Rough Diamonds sale, Sotheby’s has expanded the concept, shifting the theme from the depths of the earth to the vastness of space. This year, watch lovers will embark on a galactic journey, discovering timepieces that feel truly out of this world.
Named after the infamous AREA 51, the classified site in Nevada rumoured to conceal extraterrestrial secrets, the auction showcases some of the boldest and most unconventional watches ever seen. The curation is inspired by ‘alien-like designs and materials that appear almost unearthly’, pushing the boundaries of imagination and craftsmanship.
The Lots
Toledano & Chan B/2 – 2025
Toledano & Chan continue to push the limits of design with the B/2 prototype, created exclusively for AREA_51. Inspired by the Lockheed Martin F-117 Stealth, the watch is a fitting tribute to aerospace innovation, mirroring the aircraft’s angular yet fluid form. Developed at Lockheed Skunk Works—the legendary facility within Area 51—the F-117 serves as the perfect muse for this futuristic timepiece.
The B/2’s case design is radical, free from right angles, while its asymmetrical crystal scatters and reflects light in unexpected ways. The 24k gold-plated dial adds a striking contrast to its geometric structure, nodding to the gold thermal shielding used extensively in the F-117. A bold evolution of Toledano & Chan’s signature architectural style, this one-of-a-kind creation is estimated at $13,363.
Furlan Marri Disco Volante – 2025
A contemporary reimagining of Furlan Marri’s Disco Volante, this unique edition, created for AREA_51, is a true meeting of past and future. It features a meteorite dial set within a tantalum case—two notoriously difficult materials to master.
Like a UFO on the wrist, it blends vintage cues with cosmic aesthetics, accentuated by Super-LumiNova details. Powering the piece is the Calibre 7001 from Peseux, a manually wound movement offering a 42-hour power reserve. The movement’s redesigned, hand-finished bridges feature diamond-polished bevels, executed in Geneva. Estimated at $13,390, this timepiece redefines the Disco Volante series.
Patek Philippe Reference 4117/1G, Retailed by Asprey – 1973
A rare convergence of horology and natural beauty, the Patek Philippe ‘Butterfly’, Reference 4117/1G, is an exceptional collector’s piece. Already one of Patek’s most elusive models, it is distinguished by its extraordinary dial, crafted from preserved Morpho Menelaus butterfly wings, their iridescent blue hues creating a mesmerising effect.
Further elevating its rarity, this timepiece bears the Asprey signature, signifying its provenance from the prestigious British luxury retailer. It has been nearly 20 years since an Asprey-retail Butterfly appeared at auction, making its offering a highly anticipated moment. With a high estimate of $111,581, it stands as one of the most significant highlights of the sale.
Audemars Piguet Royal Oak Concept 'CW1' ref. 25980AI – 2002
The Royal Oak Concept ‘CW1’ is a landmark in modern watchmaking, belonging to Audemars Piguet’s very first Concept series, limited to just 150 pieces. A true feat of innovation, it is the only watch ever crafted from alacrite—a metal primarily used in aerospace and rocket engineering—pushing the boundaries of both material science and design.
At its core is the Calibre 2896, featuring a tourbillon with a spring-shaped bridge, engineered to withstand forces of up to 50 g. Adding to its technical prowess, the movement is equipped with a dynamograph, which regulates torque for optimal precision. In a remarkable display of craftsmanship, the entire movement is suspended, highlighting the ingenuity behind its construction. With an estimate of $223,189, this pioneering timepiece is a bold statement in modern haute horology, embodying the fusion of cutting-edge technology and watchmaking artistry.
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.
