Because John Player Special, 18k yellow gold, Paul Newman dial, matching bracelet, Daytona. That’s why.

Even amongst the rarefied world of vintage, handwound Rolex Daytona collecting, certain references simply stand out from the crowd. Last week, one such reference hammered for an astounding $1.5M+ at Sotheby’s London — a super rare Daytona “John Player Special” ref. 6264 in 18k yellow gold, one of just a handful such watches known to the watch community. The auction constituted not only a record sale for a “JPS” Daytona, but also the record for most expensive wristwatch ever sold in the UK and the record for most expensive wristwatch ever sold in an online auction.
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https://www.gearpatrol.com/watches/a33509649/rolex-john-player-special-daytona-auction-results/