# Rare Rally Prize Watches The 'Cartier Cheich' Will Be Auctioned in Paris This September By Kanesa D | Published 2022-07-13 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/cartier-cheich References: [hypebeast](https://hypebeast.com/2022/7/cartier-cheich-sothebys-paris-september-luxury-edit-paris-dakar) & [sothebys](https://www.sothebys.com/en/buy/auction/2022/fine-watches-8?locale=en)  A genuine [Cartier Cheich](https://www.trendhunter.com/trends/chteau-divoire) unicorn watch that has been hidden from the public for almost 40 years will be auctioned off in Paris this September. The watch is one of four limited edition models that was produced to gift to the winner of the [Paris-Dakar Rally](https://www.trendhunter.com/trends/vaer-r1-rally-chronograph) and was given to Gaston Rahier after his victory at the rally for two years in a row. The watch was designed by Cartier’s former head Alain Dominique Perrin and Thierry Sabine in 1983 as the prize for the 10,000km rally, which marks the first time the Cartier Challenge was completed. The ‘Cartier Cheich’ is being advertised as in “pristine condition” and will be sold in its original presentation case as a part of [Sotheby’s](https://www.trendhunter.com/trends/collectible-art) Luxury Edit sale in Paris. The watch is expected to sell for between €200,000 to €400,000. Image Credit: Sotheby's ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 67% | Activity: 25% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Ultra Luxury](https://www.trendhunter.com/ultraluxury) ## Key Themes ### Key Themes Behind This Trend - **Vintage Rally Watches:** The market for limited edition vintage rally watches is growing, presenting opportunities to luxury watchmakers for re-releasing similar models as well as creating new ones with a vintage feel. - **High-end Collector's Items:** Collectible, one-of-a-kind items with a provenance such as this Cartier watch are commanding high prices at auction and creating opportunities for luxury brands to create unique pieces with exclusive stories. - **Auction Sales of Exclusive Items:** The popularity of auctions for high-end collector's items such as this Cartier watch is on the rise, presenting opportunities for auction houses to feature such items and make record sales. ### Where This Applies - **Luxury Watchmaking:** Luxury watchmakers can capitalize on the growing interest in vintage rally watches by re-releasing similar models or creating new ones with a vintage feel. - **Luxury Collectibles:** Luxury brands can create unique one-of-a-kind pieces with a provenance to capitalize on the trend of high-end collector's items selling for record-breaking prices. - **Auction Houses:** Auction houses can feature exclusive pieces such as this Cartier watch to attract high-end collectors and make record sales. ## Related on Trend Hunter - [Historic Watch Auctions](https://www.trendhunter.com/trends/phillips-decade-one.md) - [Hypercar-Inspired Luxury Watches](https://www.trendhunter.com/trends/tourbillon-baguette.md) - [Striking Monochromatic Timepieces](https://www.trendhunter.com/trends/tag-heuer-carrera-tourbillon.md) - [Dual-Time Motorsport Watches](https://www.trendhunter.com/trends/tag-heuer-carrera-chronograph-extreme-sport.md) - [Motorsport-Inspired Timepieces](https://www.trendhunter.com/trends/ollech-wajs-rallychron.md) - [Diamond-Encrusted Car Clocks](https://www.trendhunter.com/trends/race-car-clock.md) - [Italian Automotive Timepieces](https://www.trendhunter.com/trends/chopard-x-zagato-lab-one.md) - [Motorsport Heritage Timepieces](https://www.trendhunter.com/trends/porsche-design-chronograph-1-fat-2025-edition.md) - [Iconic Premium Timepiece Books](https://www.trendhunter.com/trends/the-impossible-collection.md)