WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches WatchesSep 17, 2025
Bob’s Watches Acquires Vintage Rolex Won on ‘The Price is Right’
The Submariner Ref. 1680 with a Tiffany & Co. dial came from the original owner, who won it as a prize on the game show in the 1970s.
This 1978 Rolex Submariner Ref. 1680 with a Tiffany signature was worth a few hundred dollars when the game show contestant took it home in the 1970s, according to Bob’s Watches, and today, it is considered to be one of the rarest Submariners ever made.
New York—A vintage Rolex won by a contestant on “The Price is Right” in the late 1970s has been acquired by Bob’s Watches, where it is now for sale for nearly $40,000.
On an episode of the game show filmed about 50 years ago, one contestant opened a door to reveal what would become quite the valuable prize—a 1978 Rolex Submariner Ref. 1680 with a Tiffany-signed dial.
The timepiece is now considered one of the rarest Submariners ever made, but in its “The Price is Right” era, it hadn’t achieved that status yet.
“During the late 1970s, a base-model Rolex Submariner 1680 retailed in the low hundreds only, probably in the $300 to $400 range,” Bob’s Watches CEO Paul Altieri said in an interview with National Jeweler.
“Despite the Tiffany & Co. co-branding itself having some cache, its scarcer status wasn't particularly well understood at the time. The watches were appreciated as functional tools above all. It wasn't until long after the fact that the market could truly come to appreciate the worth of these unique Tiffany-stamped dials.”
The reference 1680, the first Submariner to feature a date display, debuted in 1967 and was in production until 1979. It hit the market about a decade after Rolex and Tiffany & Co. had initiated a partnership to sell Rolex watches through the retailer.
Rolexes of nearly every model were delivered to the stores, and the Tiffany team put their logo on the dial.
The branding was done by hand at first, and then stamped, until eventually, Rolex had the marking done in its own factory, which led to a wide range of variations within these co-branded timepieces. Some Rolexes that were sold through Tiffany & Co. never received the co-branded mark at all.
The collaboration ended around the 1990s, and since then, Tiffany-signed Rolexes have risen in popularity with collectors, according to Bob’s Watches.
Related stories will be right here …
On an episode of the game show filmed about 50 years ago, one contestant opened a door to reveal what would become quite the valuable prize—a 1978 Rolex Submariner Ref. 1680 with a Tiffany-signed dial.
The timepiece is now considered one of the rarest Submariners ever made, but in its “The Price is Right” era, it hadn’t achieved that status yet.
“During the late 1970s, a base-model Rolex Submariner 1680 retailed in the low hundreds only, probably in the $300 to $400 range,” Bob’s Watches CEO Paul Altieri said in an interview with National Jeweler.
“Despite the Tiffany & Co. co-branding itself having some cache, its scarcer status wasn't particularly well understood at the time. The watches were appreciated as functional tools above all. It wasn't until long after the fact that the market could truly come to appreciate the worth of these unique Tiffany-stamped dials.”
The reference 1680, the first Submariner to feature a date display, debuted in 1967 and was in production until 1979. It hit the market about a decade after Rolex and Tiffany & Co. had initiated a partnership to sell Rolex watches through the retailer.
Rolexes of nearly every model were delivered to the stores, and the Tiffany team put their logo on the dial.
The branding was done by hand at first, and then stamped, until eventually, Rolex had the marking done in its own factory, which led to a wide range of variations within these co-branded timepieces. Some Rolexes that were sold through Tiffany & Co. never received the co-branded mark at all.
The collaboration ended around the 1990s, and since then, Tiffany-signed Rolexes have risen in popularity with collectors, according to Bob’s Watches.
The owner of the prize watch wore his Rolex for decades before selling it to Bob’s Watches and sharing the story behind it.
“The initial owner wasn't a collector by definition; he merely individually appreciated the watch he won. He used to wear it and maintained it over time and never saw it as an investment,” Altieri said.
“That is very much a positive part of the story. He owned the watch for intrinsic value, not the monetary value it has, and it is true ownership history like this that is very important to collectors today.”
The listing description says the watch is in “great, honest vintage condition with wear consistent with age.”
Altieri said the owner’s enjoyment of the watch adds to the character and individuality of the piece.
“This is no typical vintage Submariner; it is his Submariner, with a unique history to add to its emotional and historical value,” he added.
“We just recently bought the watch. It is rare to get a piece like this, and to do it in an original condition and with a clear history is even less common. This is one of those perfect scenarios where the specific watch, the specific dial, and the written history all came together. That is why we are here in the vintage watch world.”
Editors' Picks
Sponsored by
More on Watches
The Latest
EditorsSep 19, 2025
These Female Athletes Had the Best Jewelry of the SummerFrom Coco Gauff’s hoops to Madison Keys’ diamond medallion, these are Senior Editor Lenore Fedow’s standout jewelry looks of the season.
CollectionsSep 19, 2025
Piece of the Week: Vanessa Fernández Studio’s ‘Curva’ Wrap HoopsThe trendy earrings feature asymmetrical drops, one with a grossular garnet and the other with a diamond.
Recorded WebinarsSep 19, 2025
Watch: A Step-by-Step Guide to Using TikTok and Instagram ReelsFour social media marketing experts discuss their go-to methods and favorite tools for making high-quality short-form video content.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
Supplier BulletinSep 18, 2025
Will Your Design Define 2026? Enter The Spectrum & Cutting Edge AwardsSponsored by American Gem Trade Association
Weekly QuizSep 19, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysSep 18, 2025
Deloitte Thinks the Holidays Will Be Merry, PwC Isn’t So Sure In its holiday report, PwC said the season will be more like jazz—improvisational and less predictable—than an easy-to-follow melody.
MajorsSep 18, 2025
Pandora to Open New Distribution Center in MarylandThe jewelry giant will relocate its existing facility to a larger space in Anne Arundel.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
CollectionsSep 18, 2025
Ashley Zhang Launches Garçon New YorkThe designer, who is the creative force behind her namesake brand, has now started a new mini line focusing on chains for fathers and sons.
SourcingSep 18, 2025
SSEF Opens Applications for 2 Gemology Education Scholarships The awards include tuition for a course at the Swiss lab, economy flights, and hotel accommodation.
TechnologySep 18, 2025
Hill & Co. Launches AI Strategy ProgramThe 21-day program was designed to help jewelry retailers identify opportunities and eliminate inefficiencies with AI.
AuctionsSep 17, 2025
Mythical Set of Patek Philippe Pocket Watches Expected to Sell for $10M+A set of four Patek Philippe “Star Caliber 2000” pocket watches is part of Sotheby’s upcoming auction in Abu Dhabi.
TrendsSep 17, 2025
Silvia Furmanovich’s Book Tells the ‘Journey of a Jeweler’The Brazilian jeweler’s latest book marks her namesake brand’s 25th anniversary and tells the tale of her worldwide collaborations.
TechnologySep 17, 2025
Jewelers Mutual Launches Shipping Solution App for Shopify The new integration allows users to manage shipments directly from the Shopify dashboard.
EditorsSep 16, 2025
Out & About: 7 Great Quotes From Converge in CarlsbadAt Converge 2025, Editor-in-Chief Michelle Graff attended sessions on DEI, tariffs, security, and more. Here are her top takeaways.
CrimeSep 16, 2025
2 Robbery Suspects Killed in California Pawn Shop ShootoutSix people were shot last week at an Oakland cash-for-gold shop as employees exchanged gunfire with individuals trying to rob the store.
CollectionsSep 16, 2025
Chopard Adds New Designs to Its ‘Ice Cube’ Capsule CollectionThe jeweler has expanded its high jewelry offering, which launched last year, with new pieces featuring its cube motif that debuted in 1999.
SourcingSep 16, 2025
Natural Diamond Council Launches Retailer Accreditation ProgramBen Bridge Jeweler and Lux Bond & Green were a part of the pilot program.
EditorsSep 15, 2025
Skipping the Necklace, Embracing Snakes: The Best Jewelry From the 2025 Emmy AwardsAssociate Editor Natalie Francisco shares eight of her favorite jewelry looks from the 77th annual Primetime Emmy Awards, held Sunday night.
SurveysSep 15, 2025
Resilient Shoppers to Boost Holiday Retail Sales, Says DeloitteIt’s predicting a rise in retail sales this holiday season despite economic uncertainty and elevated inflation.
SourcingSep 15, 2025
Gemfields Achieves $32M at High-Quality Emerald AuctionIt included the sale of the 11,685-carat “Imboo” emerald that was recently discovered at Kagem.
SourcingSep 15, 2025
AGTA Elects 8 Members to Board of Directors The newly elected directors will officially take office in February 2026 and will be introduced at the organization’s membership meeting.
EditorsSep 12, 2025
Out & About: Mining Sapphires in Rock Creek, MontanaAssociate Editor Lauren McLemore headed out West for a visit to Potentate Mining’s operation hosted by gemstone wholesaler Parlé Gems.
TrendsSep 12, 2025
Piece of the Week: Arunashi’s Fordite and Rhodolite EarringsFordite is a man-made material created from the layers of dried enamel paint that dripped onto the floors of automotive factories.
Events & AwardsSep 12, 2025
Al Gilbertson Wins 2025 Robert M. Shipley AwardGilbertson has worked as a researcher, jeweler, lapidary artist, appraiser, and business owner throughout his decades in the industry.
Policies & IssuesSep 11, 2025
Supreme Court to Hear Tariffs Case in November A decision likely won’t come until January 2026 at the earliest, and the tariffs remain in effect until then.
MajorsSep 11, 2025
Tabayer Opens Nordstrom Shop-In-ShopLocated in the revamped jewelry hall at the retailer’s New York City flagship, this opening is Tabayer’s first shop-in-shop.
