At America’s first Rolliefest, the rules are clear: Don’t reveal the location of the event on social media until it’s over.
Last month, 110 watch collectors from 13 countries filed past armed guards at the Lotte New York Palace hotel in midtown Manhattan. There, some of the world’s most prominent watch collectors were gathered in a gilded ballroom to admire tens of millions of dollars of vintage Rolexes.
During the weekend celebration, collectors shared their passion for the Swiss watchmaker.
A ticket to this invitation-only event cost $850 and gave collectors access to a handful of exclusive events over two days, including a private dinner and cocktail parties.
The main event was a luncheon for Rolex lovers. CNBC watched as the ballroom quickly filled with collectors who brought their favorite timepieces to share with the group.
<div class=”InlineImage-imageEmbedCaption”>Guests fill the room at the Lotte New York Palace for America’s first Rolliefest.</div>