How the Star Power of Marlon Brando Added Million Dollar Value to Rolex More Than Once

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Rolex, is not just another watch label, it is a deemed to be an Iconic brand that has produced several timeless pieces over its history of decades. Not only that, Rolex is also regarded for the adulation that it receives from notable figures of society who adds to the value to this classic accessory by just owning it and flaunting it. One such celebrity is Marlon Brando.    

In the late 2010s, the world of watch auctions buzzed with the names of celebrities, resembling Hollywood headlines. In a remarkable night in December 2019, Phillips hosted an auction that featured timepieces once owned by notable figures such as golfer Jack Nicklaus, actor Robert Downey Jr., and the iconic Marlon Brando.

The star of the evening was Marlon Brando’s 1972 Rolex GMT, made famous in his role in ‘Apocalypse Now.’ This customized timepiece is said to have an Iconic history that went by with the tide of time.  With its distinctive bezel, the glorified time piece had been tucked away in a drawer until it was discovered by Brando’s daughter, Petra Brando-Corval, removing it from Hodinkee’s list of missing horological treasures.

I witnessed the auction of Brando’s GMT at Phillips that night. The atmosphere was electric, though not quite reaching the frenzy of two years prior when Paul Newman’s Rolex Daytona shattered records, selling for a staggering $17.8 million.

Fast forward to 2019, and Brando’s GMT found a new owner at a price of $1,952,000. Remarkably, just four years later, this coveted timepiece is back on the market. Christie’s will feature it in a special auction, entirely from the collection of collector Mohammed Zaman, who regards this as ‘the end of a chapter,’ according to Remi Guillemin, head of watches for Christie’s in Europe.

The return of such a highly sought-after watch to the market may raise eyebrows. However, industry insiders dismiss any doubts, stating that it’s common for collectible items to circulate in the market. Jacek Kozubek of Tropical Watches explained, ‘Items are frequently rotated in and out of the marketplace.’

On the other hand, some collectors see this as an opportunity to cash in. Eric Wind, owner of Wind Vintage, noted, ‘Many collectors of modern and independent watches believe that the market has peaked. It will be intriguing to see how the Brando GMT performs at auction, but my prediction is that it may not reach the price the owner paid initially. The excitement of the first auction may be hard to replicate. It seems a bit early for a return to the auction block.’

The original auction was met with excitement, as Brando-Corval decided to part with her father’s watch following the record-breaking sale of the Paul Newman Daytona. Brando’s GMT, which he was known to have worn even while sleeping, possessed the kind of character cherished by serious collectors, with aged numerals adding a touch of vintage charm, and Brando’s name engraved on the caseback.

Interestingly, Brando’s GMT didn’t claim the top spot in its original 2019 auction. That honor went to a rare Urwerk timepiece, complete with a docking station to maintain precise timekeeping, selling for $2.9 million, nearly a million more than the celebrity-associated timepiece.

Recently, auction houses have shifted their focus to celebrity watches from within the watchmaking world. Phillips, having auctioned off Newman’s, Brando’s, and Nicklaus’s watches, now garners attention with rare creations from revered independent watchmakers like George Daniels and Roger Smith.