Watch Paparazzi

Entrepreneur Alan Sugar spotted wearing Rolex

Lord Alan Sugar, the British entrepreneur best known to television audiences as the sharp-tongued chairman of the BBC's The Apprentice, was spotted wearing a Rolex Cosmograph Daytona in 18KT yellow gold on an Oysterflex strap — reference 116518LN, a model that occupies a genuinely interesting niche in the modern Rolex catalogue.

The 116518LN is built around a 40mm 18KT yellow gold case housing Rolex's in-house Calibre 4130 automatic chronograph movement, introduced in 2000 and widely regarded as one of the most robust and precise column-wheel chronograph ebauches in series production. With a 72-hour power reserve, a free-sprung balance wheel, and just 33 components in the chronograph mechanism itself, the 4130 is a movement collectors and watchmakers consistently praise for its engineering rigour. The ref. 116518LN adds a black Cerachrom ceramic bezel — scratch-resistant and UV-stable — along with a black dial and yellow-gold subdials, a combination that reads as modern and assertive rather than the classic dress-watch sensibility of earlier yellow-gold Daytonas.

The Oysterflex strap is where the 116518LN earns its reputation as a divisive piece. Rolex developed the Oysterflex as a high-performance elastomer strap reinforced with a titanium and nickel alloy blade, offering flexibility with structural integrity. On steel or Rolesor models it feels natural; on a full yellow-gold Daytona, purists argue it sits uneasily against a material traditionally associated with a bracelet or leather. That tension, however, is precisely what makes this reference a talking point rather than a wallflower.

Lord Sugar's watch choices tend to reflect his straight-talking, no-nonsense persona — functional luxury rather than esoteric collecting. A yellow-gold Daytona is a statement piece without being obscure, recognisable to a general audience while still commanding respect among enthusiasts. It is the sort of watch a self-made billionaire wears because he genuinely likes it, not because a stylist recommended it.

On the secondary market, the 116518LN trades at a modest premium above retail, bolstered by strong demand for yellow-gold Daytona variants globally. The UK list price at time of sighting stood at approximately £21,150, translating to roughly $26,500 USD at prevailing rates. Grey-market values have held firm, reflecting the Daytona's enduring status as one of Rolex's most consistently sought-after references across all metal configurations.