Breaking any previous records set at any watch auction including the world record just set less than 45 minutes ago by Lot 31 a super rare Rolex Daytona Paul Newman Tropical Oyster Sotto —selling for CHF 1,650,000 Swiss Francs at the Phillips Watches Start-Stop-Reset auction in Geneva—, lot 56 another ultra rare watch from Rolex just set a new world record selling for CHF 2,000,000 Swiss Francs at the auction taking place at La Resérve in Geneva on May 14th, 2016.