Pharrell Williams has added another title to his already expansive résumé: watch curator. With The Art of Time, the first watch-only auction from his platform Joopiter, Williams is stepping into the world of high horology on his own terms. The sale features 28 rare timepieces selected for their design, scarcity, and cultural relevance.
But this isn’t a conventional auction. Rather than focusing on the usual collector favorites—think vintage Patek Philippe chronographs or well-worn Rolex Daytonas—Williams presents an eclectic and often unexpected mix. There’s still plenty of prestige, with names like Audemars Piguet, Patek Philippe, and Rolex in the lineup, but the references are far from predictable.
RICHARD MILLE RM030 PSG
One of the most eye-catching pieces is the Richard Mille RM030 PSG, produced in partnership with Paris Saint-Germain. Limited to just 100 pieces, the watch is designed in the club’s blue, white, and red colorway and features RM’s patented declutchable rotor system.
AUDEMARS PIGUET BAMBOO “BLACK DIAMOND”
Far removed from the familiar Royal Oak, this Audemars Piguet is a rare 18-karat white gold design inspired by bamboo.The dial is set with 112 diamonds in a grid-like formation, adding to the sculptural feel of the piece. It’s powered by a quartz movement and sized for smaller wrists, offering collectors a highly distinctive alternative to more common models.
ROLEX DAY-DATE REF. 18248 “BARK FERRITE”
This yellow gold Day-Date stands out for its ferrite dial—a textured ceramic alloy with a metallic sheen—and its bark-finished bezel and bracelet. It’s a unique take on the increasingly popular hardstone dial trend within Rolex’s Day-Date range.
ROLEX DAY-DATE REF. 18366 WITH LAPIS LAZULI DIAL
Another standout from Rolex, this platinum Day-Date features a solid lapis lazuli dial and a bezel set with baguette-cut diamonds. It’s a rare configuration and one of the more visually striking models in the auction.
PATEK PHILIPPE CELESTIAL REF. 6104R-001
This Patek Philippe grand complication tracks the night sky over Geneva with a rotating celestial chart, lunar phases, and star maps. It also includes a diamond-set bezel and comes with its full set of accessories. Typically, a watch like this would require a long-standing relationship with the brand to acquire, but here it’s available to the highest bidder with the reserve reportedly still unmet at press time.
Joopiter’s first dedicated watch auction positions the platform as a serious new player in the market. With support from industry experts and a focus on less conventional collecting, The Art of Time offers a refreshing alternative to the traditional auction landscape. For a new generation of collectors looking for watches with both design substance andcultural resonance, this is a sale worth watching.
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