In the latest sign that Rolex is building an impressive collection worthy of a museum, the Rolex Day-Date that was worn by late President Gamal Nasser of Egypt was acquired by the brand at a New York auction on Friday.

While such acquisitions are never officially disclosed by Rolex, they have surfaced at exhibitions highlighting the brand's legacy. In April, the GMT-Master exhibition inside Rolex's booth at Watches and Wonders included historically significant pieces acquired at auctions. Rolex also displayed rare Daytona models at Dubai Watch Week in 2023.

Coronet’s sources indicate that Rolex placed the winning $840,000 bid at Sotheby’s on Friday, surpassing the top estimate of $60,000 by over tenfold.

When a Rolex representative in Geneva was asked about plans to build a museum, she told Coronet, “We do not comment on potential future projects.”