Lionel Messi was spotted on Saturday wearing the rare 2024 Rolex Daytona Barbie timepiece at the MLS match between Inter Miami CF and FC Cincinnati in Fort Lauderdale, Fla. The Argentine soccer star sported the off-catalogue watch, which matched the Inter Miami jersey color and holds a reported value of more than $2 million, per reseller Big Moe Watches.
Lionel Messi looks on from the stands next to his son Thiago Messi after the MLS match between Inter Miami CF and FC Cincinnati at Chase Stadium on July 26 in Fort Lauderdale, Fla.
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The timepiece, inspired by the 2023 “Barbie” craze, is crafted with a luxury bezel adorned with baguette-cut pink sapphires, matched with the hour markers. Resembling the iconic Daytona “Beach” pink iteration of the timepiece, this edition adds the “Barbie” twist.
The Barbie Daytona timepiece is rare because of its exclusivity. The watch is an off-catalogue creation, crafted specifically to cater to prestigious clientele, such as Messi.
Lionel Messi during the MLS match between Inter Miami CF and FC Cincinnati at Chase Stadium on July 26 in Fort Lauderdale, Fla.
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Ahead of the 2025 edition of Watches and Wonders, Rolex unveiled the new Oyster Perpetual Cosmograph Daytona, featuring a turquoise blue lacquer dial with bright black counters, paired with an 18-karat yellow gold case. Rolex designs were also spotted during The Championships, Wimbledon in July, with ambassadors like Roger Federer and stars including Nick Jonas sporting the luxury accessory.
The Barbie pink Rolex, however, is a rarity, one that won’t be found in boutiques or online. The prevalence of the trendy design echoes Rolex’s place in the mainstream of luxury accessories.
“Everybody wants a watch — that’s what we fundamentally believe — and however many you’ve got, you’ll want another. You’ve just got to engage people in that passion,” Brian Duffy, Watches of Switzerland chief executive officer, told WWD in 2019. “Watches appeal to the American psyche as a status symbol, we call it a ‘rational indulgence,’ which means you’re buying a product that contains value. It’s not frivolous, it’s not something that devalues as soon as you buy it. If you buy it wisely, it actually can be an investment, so that appeals to the American psyche and a family heirloom appeals, too.”
Messi is among a long list of celebrities and athletes who are known for their luxury watch collections. The list includes names such as Leonardo DiCaprio, Cristiano Ronaldo and Tom Brady, who recently debuted a signature timepiece with Jacob & Co. priced at $650,000.