Rolex and Hermés: the most iconic luxury brands up in auction.

Hermés, and Rolex are two of the most reputable companies and luxury brands in the world, as well as the most desired, according to the results of our auctions.

Both represent exclusivity, quality and excellence through exceptional advertising creativity and a clear and distinctive brand identity that has been the main base of their continued growth, making them continue to position themselves as two of the most desired firms and that make them undisputed leaders in the world of luxury .

Great personalities from the world of sports, politics and the star system from around the world have been and are faithful users of these signatures . Jane Birkin, Grace Kelly (both with Hermes design in her honor), Paul Newman, George Clooney, Roger Federer and Obama among many others.

Setdart, brings together some of the most iconic models of both firms, already available on the web. The auction of the pieces of the famous Swiss watchmaker and the bags of the well-known French “maison” will end on December 22, 2020.


Hans Wilsdorf, a true visionary and founder of the Rolex Manufacture, was well ahead of his time when it came to intellectual property. With its three consonants and two vowels, the word “Rolex” really responds in a remarkable way to all the criteria that, even today, make up the success of a brand.

Rolex is understood as synonymous with identity, precision and quality. His interest in the pursuit of excellence turned the brand into a myth, a symbol of elegance and distinction. Characteristics highly appreciated by collectors, who seek both the reliability and accuracy of the watches, as well as the notoriety associated with the signature. On these special dates, Setdart brings together two of the most representative models of the firm. Already available on the web, the auction of both pieces will end on December 22nd.

ROLEX Oyster Perpetual Watch Date “GMT- Master» Superlative Chronometer Officially Certified PEPSY.

Lot: 35201957. ROLEX Oyster Perpetual Date “GMT- Master” Superlative Chronometer Officially Certified PEPSY Watch. rEF: 1675.

The Oyster Perpetual GMT ‑ Master was introduced in 1955, when intercontinental travel was expanding rapidly. It even became the official watch of Pan American World Airways, better known as Pan Am, the most famous American intercontinental airline of these age.

When the Concorde made its final test flights in the 1960s, Rolex proudly announced that the two test pilots – an Englishman and a Frenchman – had used GMT-Masters, thus cementing the status of the GMT-Master in the age of flight. supersonic.

ROLEX DAYTONA Oyster Perpetual Superlative Watch Chronometer Officially Certified Cosmograph.

Lot: 35201956. ROLEX DAYTONA Oyster Perpetual Superlative Chronometer Officially Certified Cosmograph Watch, ref: 116520. With box and papers.

The ROLEX DAYTONA watch , presented in 1963, It was designed with the intention of responding to the chronometric needs of top competition pilots and to be the best timing tool for endurance pilots. More than 50 years after its creation, the Cosmograph Daytona has never ceased to transcend time to today achieve a status unmatched in the sports chronograph firmament. Making this model an icon in the world of high-performance motorsports.

With its tachymeter scale, three counters, and push buttons, the Cosmograph Daytona was created to be the ultimate timekeeping tool for endurance riders. This chronograph allows pilots to measure elapsed time, which is displayed on the dial in hours, minutes and seconds.

The bezel features a tachymeter scale that allows the average speed to be read over a determined distance based on the timed time. This scale offers optimal readability, making the Cosmograph Daytona the perfect instrument for measuring speed up to 400 units per hour, whether it is kilometers or miles.


Lot: 35217288 and 35217290. HERMES. Birkin 40 bag in gray leather (left) and HERMÈS. Birkin 35 bag in camel-colored leather.

Jane Birkin at Fashion Week in Paris in 2004 with her Hermés Birkin.


Two centuries ago a discreet harness workshop opened its doors in the Grands Boulevards district. The owner, Thierry Hermès, little could have imagined that his warehouse would end up becoming one of the most emblematic luxury brands, one hundred years later. His heirs, in the face of the influx of orders they received from international elites, gave the place a turn by orienting it to the world of fashion.






The successive artistic directors and presidents of Hermès have given the signature their personal stamp, drawing on the horizon of its history a particularly brilliant moment that corresponds to the presidency of Jean-Louis Dumas, the creator of two of the most emblematic articles from the brand: the Kelly bag, in tribute to actress Grace Kelly, and the Birkin bag, named after the glamorous singer and actress Jane Birkin.

Setdart now brings together two Birkin bags in its vintage collection (in gray and camel, respectively), a model of inimitable design which was forged in Dumas’s privileged mind, according to legend, after he met Birkin on a plane. It seems that, on that occasion, the actress explained to the director of the firm that she could not find any comfortable travel bag where she could store her baby’s bottles, the book, purse, etc., and that it was also easy to open.

From this exchange of impressions the Birkin bag would be born, attending to Jane’s needs. The result was an accessory that has become one of the most desired icons in the world of fashion. The spectacular bag has a spacious interior with multiple pockets and, just as Jane Birkin wanted, it is easy to open. It is also a very difficult bag to obtain, since very few units are manufactured and there is a long waiting list to acquire it, which can be even years. This fact, together with its sober and classic, timeless design, turned the Birkin into a myth and a collector’s item of the consecrated Hermès brand.