Over the past week on Talking Watches Live, we’ve been following one of the most anticipated sales of the year: the Phillips Watches Online Auction – The Geneva Sessions Fall 2025. Across three episodes, we went from previewing the catalog, to witnessing record-breaking results, and finally asking what these numbers really mean for collectors today. Here’s a recap of what went down.
Setting the Stage (Ep. 1637)
Before the bidding even began, I dedicated a livestream to previewing the sale. The Geneva Sessions had all the ingredients for drama — strong estimates, blue-chip names like Rolex, Patek Philippe, and Audemars Piguet, plus rising independents that collectors were buzzing about.
During the preview we highlighted:
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Key lots expected to move the market.
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Early predictions on which pieces might soar past estimates.
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The broader context of 2025, where collector appetite remains strong but increasingly selective.
It was clear this auction had the potential to surprise.
📺 Catch the full preview here: Ep. 1637
Results & Record Breakers (Ep. 1638)
When the hammer finally came down, the results didn’t disappoint. The standout of the sale was the Berneron Ref. 3438MS.W01 Mirage Prussian Blue, estimated between CHF 40,000–80,000 but selling for an astonishing CHF 241,300.
That result sparked a deeper dive into Berneron as a brand and why it has captured so much attention among serious collectors. Beyond Berneron, we looked at how the traditional giants performed — Rolex, Patek, AP — and how independents are increasingly carving out space at top-tier auctions.
📺 Watch the full breakdown here: Ep. 1638
Beyond the Royal Oak (Ep. 1639)
For the finale, we zoomed out and asked a bigger question: why are collectors still chasing the Audemars Piguet Royal Oak, when the market is overflowing with compelling alternatives?
One such alternative we spotlighted was the Chopard Alpine Eagle Ref. 298600-3014. With its Lucent steel construction, in-house movement, and refined design, the Alpine Eagle demonstrates that the integrated sports watch category has much more to offer than just the usual suspects.
The discussion turned into a broader reflection on hype versus substance — how much of collector behavior is driven by established icons, and how much opportunity exists in exploring under-the-radar pieces that deliver equal or greater value.
📺 See the finale here: Ep. 1639
Takeaways
The Phillips Geneva Sessions Fall 2025 Auction proved a few things:
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The appetite for big-name brands like Rolex, Patek, and AP remains strong.
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Independents with distinctive design and scarcity can dramatically outperform expectations.
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Collectors should be open to exploring alternatives that offer substance beyond the hype.
For me, the last three episodes underscored why I love doing Talking Watches every night: the stories, the surprises, and the chance to share it all live with a passionate community.
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