Unveiling Alan Sugar's Treasure Trove of High-end Watches
Alan Sugar currently has 13 watches in his collection. Check them in our database.
Introduction to Alan Sugar
Lord Sugar, known for his business acumen and role in the hit show The Apprentice, has amassed an enviable collection of top-tier watches. The collection includes several Cartier timepieces that embody the brand's reputation for timeless luxury. Sugar's collection also features an array of Patek Philippe watches, considered to be the crème de la crème by timepiece collectors. Moreover, Sugar's collection includes a selection of Rolex watches that exude sophistication and class. Each Rolex watch adds a unique touch to his collection, making it truly one-of-a-kind. Overall, Lord Sugar's watch collection stands as a testament to his impeccable taste and eye for detail, showcasing some of the world's most prestigious watch brands under his ownership.
Alan Sugar Spotted Wearing the Discontinued Rolex Submariner 'Hulk' Reference 116610LV on The Apprentice
Inserted 30/11/2022
The Rolex Submariner 116610LV — universally known as the 'Hulk' — was discontinued in 2020, immediately triggering a surge in grey-market demand that has kept its value well above retail ever since. Powered by the in-house Calibre 3135 and distinguished by its monochromatic green-on-green aesthetic, this reference remains one of the most recognisable sports watches in the Rolex catalogue. Lord Alan Sugar, business tycoon and host of the BBC's long-running The Apprentice, wore the piece on screen — a fitting choice for a man whose public persona is built on straight-talking authority.
Alan Sugar Spotted Wearing Patek Philippe World Time Ref. 5131G-010
Inserted 30/11/2022
The Patek Philippe 5131G-010 houses one of haute horlogerie's most demanding complications — a world time display calibrated to all 24 time zones simultaneously, driven by the in-house Calibre 240 HU, a micro-rotor movement barely 3.88mm thick. The cloisonné enamel dial, hand-crafted at Patek's own ateliers, takes skilled artisans days to complete and elevates the piece far beyond its mechanical function. British business magnate and Apprentice star Lord Alan Sugar shared the watch moment publicly alongside professional golfer Ian Poulter, underlining the 5131G's status as a boardroom-to-fairway statement in 18-carat white gold.
"Inside Alan Sugar's Impressive Rolex Yacht Master II Collection"
Inserted 30/11/2022
Lord Alan Sugar's impressive watch collection includes a stunning Rolex Yacht Master II in stainless steel. This nautical-inspired timepiece features a navy blue dial, white hour markers, and a polished stainless steel case. The watch is highly functional, with a countdown timer and a programmable mechanical memory. This feature is particularly useful for yacht racing, where it's essential to keep track of time while maneuvering. With its sleek design and practical purpose, it's no wonder why Sugar has chosen this Rolex model to add to his collection. The Yacht Master II has become synonymous with the nautical life and is a favorite among collectors. Lord Sugar's choice of this watch is not only a testament to his love for collecting watches, but also to his appreciation for the sea-faring lifestyle.
Alan Sugar Spotted Wearing Stainless Steel Rolex Cosmograph Daytona 'Panda' Ref. 116500LN on The Apprentice
Inserted 30/11/2022
The Rolex Cosmograph Daytona ref. 116500LN was the first Daytona to feature a Cerachrom ceramic bezel, a landmark shift when it debuted at Baselworld 2016 after years of anticipation. The 'Panda' dial variant — white with black subdials — is the more sought-after of the two executions, commanding multiples over retail on the secondary market. Lord Alan Sugar, the blunt-talking British business mogul and host of the BBC's The Apprentice, wore the piece on set, a fitting wrist statement from a man who built an empire on knowing the value of things.
Lord Alan Sugar Spotted Wearing Stainless Steel Patek Philippe Nautilus Ref. 5711/1A-010
Inserted 30/11/2022
The Patek Philippe Nautilus 5711/1A-010 is arguably the most coveted stainless steel watch produced in the modern era — a piece so in-demand that Patek Philippe controversially discontinued it in 2021, instantly sending grey-market premiums into the stratosphere. Designed by Gérald Genta and launched in 1976, the Nautilus redefined luxury sports watches. Lord Alan Sugar, the outspoken British entrepreneur and star of BBC's The Apprentice, was spotted wearing the iconic blue-dialed reference — a telling choice from a man who knows exactly what something is worth.
Alan Sugar Spotted Wearing Stainless Steel Patek Philippe Nautilus 5711/1A-011
Inserted 30/11/2022
The Patek Philippe Nautilus 5711/1A-011 is arguably the most sought-after stainless steel watch of the modern era — a piece Patek discontinued in 2021, sending grey-market prices into the stratosphere. Lord Alan Sugar, entrepreneur and host of the BBC's The Apprentice, was spotted wearing this white-dialed icon as the latest series launched on British television. For a self-made billionaire who built his fortune on sharp commercial instincts, the choice of the watch world's ultimate blue-chip asset feels entirely on-brand.
Lord Alan Sugar Spotted Wearing Rolex Sky-Dweller Reference 326934 on The Apprentice UK
Inserted 30/11/2022
The Rolex Sky-Dweller 326934 houses one of the most mechanically complex movements Rolex has ever produced — the in-house calibre 9001, featuring an annual calendar and a dual time zone display driven by the patented Ring Command bezel. That combination of white gold bezel, Oystersteel case, and sunburst blue dial places it firmly at the sharper end of Rolex's sport-luxury spectrum. Lord Alan Sugar, entrepreneur, peer, and longtime face of BBC One's The Apprentice, wore the piece on set during a recent episode of the series.
Alan Sugar Spotted Wearing Stainless Steel Rolex Cosmograph Daytona Ref. 116520
Inserted 30/11/2022
The Rolex Daytona 116520 was the last Daytona to house a mechanically wound movement before Rolex introduced the in-house Cal. 4130 — making it a transitional collector's piece of genuine historical weight. Powered by the Zenith El Primero-based Cal. 4130... wait, the 116520 actually ran the Cal. 4130, Rolex's own manufacture movement introduced in 2000, replacing the Zenith-based predecessor. Lord Alan Sugar, entrepreneur and longtime host of BBC One's The Apprentice, was photographed wearing this enduring steel sports reference — a no-nonsense choice entirely in keeping with his reputation.
Lord Alan Sugar Spotted Wearing Rolex Yacht-Master II in 18ct Yellow Gold
Inserted 30/11/2022
The Rolex Yacht-Master II 116688 is one of the most technically complex watches in the Rolex catalogue, housing the in-house Cal. 4161 with its programmable mechanical regatta countdown — a genuine engineering feat, not mere nautical aesthetics. Lord Alan Sugar, the blunt-talking entrepreneur and face of BBC's The Apprentice, announced the purchase himself on Twitter with characteristic directness, sharing a wrist shot of the all-yellow-gold piece and confirming it was a fresh acquisition. Sugar's taste runs unapologetically bold, and this reference delivers exactly that.
Alan Sugar Spotted Wearing Rolex Submariner Date 18ct Yellow Gold Ref. 116618LB
Inserted 30/11/2022
The Rolex Submariner Date 116618LB is one of the most polarising watches in the brand's catalogue — an all-gold dive watch that divides purists and plutocrats in equal measure. Built on a 40mm 18ct yellow gold case with a blue chromalight dial and matching blue Cerachrom bezel insert, it pairs genuine dive credentials with unambiguous luxury signalling. Lord Alan Sugar, entrepreneur and long-running host of the BBC's The Apprentice, picked one up as a fresh purchase — a choice that says everything about his no-apologies attitude toward wealth.
Alan Sugar Spotted Wearing Cartier Calibre de Cartier Reference W7100037
Inserted 30/11/2022
The Calibre de Cartier W7100037 marked a pivotal moment for the maison — it was Cartier's most serious statement that it could build a compelling in-house mechanical movement, not just a beautiful case. Launched in 2010, the ref. W7100037 houses the manufacture Calibre 1904 MC, a self-winding movement developed entirely within Cartier's La Chaux-de-Fonds workshops. Lord Alan Sugar, British entrepreneur, life peer, and longtime host of BBC's The Apprentice, was caught wearing this understated stainless steel automatic — a choice that speaks to boardroom restraint over flash.
Alan Sugar Spotted Wearing Rolex GMT-Master II 'Pepsi' White Gold Ref. 116719BLRO
Inserted 30/11/2022
The Rolex GMT-Master II 116719BLRO is one of only a handful of sport Rolex references ever produced in 18k white gold — a material combination so rare it elevates this already iconic traveller's watch into genuine luxury territory. The blue and red 'Pepsi' Cerachrom bezel insert, introduced on this reference in 2014, gave a modern reinterpretation to one of horology's most recognisable colour schemes. Lord Alan Sugar was wearing the piece on the night his latest Apprentice winner, Joseph, was announced — a characteristically understated flex from one of Britain's most recognisable entrepreneurs.
Lord Alan Sugar Spotted Wearing 18KT Yellow Gold Rolex Cosmograph Daytona Ref. 116518LN on Oysterflex
Inserted 30/11/2022
The Rolex Cosmograph Daytona in 18KT yellow gold on an Oysterflex strap is one of the more unusual configurations in the Daytona family — a rubber bracelet on a precious-metal case that divides collector opinion sharply. Reference 116518LN pairs that polarising strap with a black ceramic bezel and a black dial, giving it a sportier edge than traditional Daytona gold variants. Lord Alan Sugar, the entrepreneur, property magnate and long-standing host of the BBC's The Apprentice, was photographed wearing exactly this piece.
