A previously under-the-radar Rolex Daytona Ref. 116500LN, customized by British luxury house Asprey, has re-emerged in the collector’s market three years after its stealth release. The violet-dial chronograph—one of just 25 ever made—is now fetching bids exceeding $120,000 at Phillips’ Geneva watch auction, demonstrating the enduring demand for Rolex’s most secretive modern collaborations.
The “Ghost Release” That Defied the Digital Age
Originally distributed in 2021 without press coverage or social media announcements, the Asprey-branded Daytona represents a dying breed of truly confidential luxury releases. “This was perhaps the last Rolex collaboration to escape the rumor mill entirely,” noted Horological Archive director Claudia Kensington. “In today’s leak-driven market, that level of discretion seems almost mythical.”
The watch continues Asprey’s half-century tradition of purple-accented Rolex commissions, a practice dating back to their 1970s Middle Eastern clientele. Unlike contemporary limited editions—typically announced with fanfare—these timepieces were quietly allocated to top-tier collectors through Asprey’s private sales network.
Design Details and Market Performance
The 40mm stainless steel model features:
- A sunburst violet dial (darker than Tiffany blue yet lighter than Omani green)
- Matching purple tachymeter scale
- Full set with Asprey-branded box and 2021 warranty papers
Market analysts attribute the 60% price appreciation since 2023 to three factors: the discontinuation of steel Daytonas in 2024, growing interest in retailer collaborations, and Rolex’s crackdown on custom modifications. “This represents a ‘grandfathered’ exception to Rolex’s new authenticity policies,” explained auction specialist David Renwick.
Bidding closes May 15, with the current high bid of $122,000 nearly doubling the original retail estimate. The sale coincides with renewed interest in Asprey’s watch projects, including their recent partnership with independent maker Grönefeld.
