Pharrell Williams' Joopiter Auction House Launches Luxury Watch Bidding Extravaganza

Pharrell Williams is expanding Joopiter’s experiential auction universe with “The Art of Time: Rare & Coveted Watches,” a sale that puts nearly 100 years of horology on the block.

GQ highlighted some standouts from the nearly 30 timepieces that went up for auction beginning on July 16. Building on past headline‑grabbing events—like letting fans shop Kid Cudi’s wardrobe and closing New York’s Morton Street for Joopiter’s debut car auction—this new campaign invites collectors to bid on pieces that sit well outside the usual blue‑chip suspects.

Curated by Joopiter’s global head of sales Caitlin Donovan, the lineup intentionally swerves from the standard Paul Newman Daytonas. “Our first watch auction is a natural evolution, driven by the enthusiasm of our international collectors and our commitment to curating what’s truly exceptional,” she said when announcing the drop, per the outlet.

Instead of the predictable, bidders will find a Patek Philippe Gondolo with an onyx dial, three unapologetically ’90s Franck Muller references—including the playful Crazy Hours—and an all‑blue Richard Mille RM030 created for Paris Saint‑Germain. Even the cult Japanese maker Otsuka Lotec makes a rare appearance with two ultra-limited models.

Joopiter ranked the 27‑lot catalog from “nice to know” to “can’t‑miss.” The entry point is an Ebel Sports Classic Chronograph powered by Zenith’s El Primero movement. At the same time, mid‑tier highlights include a Rolex Air‑King engraved with the Omani khanjar and an Audemars Piguet Royal Oak Concept skeleton.

The top five slots are reserved for heavy hitters: a platinum, lapis‑lazuli‑dial Rolex Day‑Date 18366, a gem‑set Audemars Piguet Bamboo “Black Diamond,” a one‑of‑a‑kind Cartier Tank Cintrée produced through the maison’s "New Special Order" program, the original solid‑gold Audemars Piguet Royal Oak 5402 BA, and—at number one—a coral‑dial Piaget for Cartier Tank 9200.

For watch lovers accustomed to seeing the same reference numbers cross auction blocks, Williams’ latest venture delivers a refreshingly offbeat mix that still carries serious pedigree.

Bidding is now live on Joopiter’s digital platform, with global shipping available and estimates ranging from four figures to well into six.