The Rolex Daytona with the shortest lifespan is now shattering premium records for a modern piece by the Crown.

Discontinued at Watches and Wonders just 10 months after its launch, the white-gold edition of the Daytona Le Mans has skyrocketed in prices, topping $300,000.

Before Watches and Wonders, the watch was trading for around $180,000, already a significant premium over its retail price of $51,400. Just two weeks after its announced discontinuation, the majority of 126529LN listed on Chrono24 exceed $300,000.

Listed prices do not necessarily translate into sold values. But the cheapest Le Mans listed in the U.S. will set you back $280,000.