Buying Time: Thirty Watches, Thirty Children, One Extraordinary Cause
Watch auctions are usually about the chase. The opportunity to secure a rare reference, acquire something unique or perhaps add a grail piece to the collection. The Buying Time Charity Watch Auction, which concludes on 15th July, is different. Here, the watches may draw you in, but the reason for bidding runs far deeper.
At the centre of the initiative is the Buying Time Foundation, established in memory of Michael Jeffs, who passed away from terminal cancer at the age of just 28.
Michael was the much-loved son of Simon and Sandra Jeffs and played a significant role in helping his father establish Brooklands Watch Company, now a respected member of the Alliance of British Watch and Clock Makers. Like many of us, Michael had a passion for watches, but they were just one part of a life lived to the fullest. Motorsport, travel, aviation and spending time with family and friends all featured heavily in a life defined not by illness, but by determination, positivity and an unwavering desire to make every moment count.
When faced with a terminal diagnosis at such a young age, Michael chose not to retreat from life. Instead, he embraced it. He continued pursuing his ambitions, creating memories and sharing his experiences with honesty and courage. That outlook became the inspiration for the Buying Time Foundation, whose work is built around a simple but powerful idea: while none of us can control how much time we have, we can choose how we spend it. (Click to read Michael’s story)
That philosophy sits at the heart of this year's auction.
The goal is both ambitious and beautifully symbolic. Thirty watches have been donated by brands, collectors and supporters from across the watch industry, with the foundation aiming to raise £30,000 in 30 days, to support 30 young children and their families through difficult circumstances. It's a simple connection, but one that gives every lot in the auction a purpose beyond the watch itself.
And what a collection of watches it is.
Leading the line-up is a remarkable Rolex Cosmograph Daytona 116520 JCB Dieselmax Team, a watch with genuine motorsport pedigree and a fitting inclusion given Michael's love of all things fast. Joining it is the striking IWC Schaffhausen Portugieser Year of the Dragon and a unique Zenith Chronomaster Sport One-Off, offering collectors the chance to own something truly special.
British watchmaking is particularly well represented throughout the catalogue. Highlights include the experimental Fears Brunswick 40 Experimental, a Christopher Ward C63 Sealander, the ever-popular Farer Lander IV GMT and two models from Brooklands Watch Company itself, the Golden Miller and Spectrum Blue.
There are also several unique and limited pieces created specifically for the auction, including the Beaucroft Seeker 37 One-Off Special Edition and the Golby Aquareef 40 One-Off Special Edition, both of which are likely to attract considerable interest from enthusiasts looking for something unavailable anywhere else.
Fans of motorsport history will undoubtedly be drawn to one of the most unusual lots in the auction: a humble Casio AW-370, worn during the legendary Thrust SSC world land speed record programme. Dubbed "The Fastest Watch on Earth", it's a piece that tells a story few watches can match.
Elsewhere, bidders will find the vibrant Tudor Black Bay Chrono Turquoise Dial alongside the classic Tudor Black Bay Chrono, the hugely popular Omega × Swatch MoonSwatch Mission to Venus, the distinctive William Wood Red Valiant, the adventurous Monro Luna Adventure Point of No Return Limited Edition and the elegant Olivier Meylan Black Rose Gold R96.
Rounding out the catalogue are contributions from brands including Elliot Brown Bloxworth Heritage Diver, Mr Jones Watches Indefatigable Sphinx and Edward Christopher Rose Red Manta, creating a remarkably diverse auction that reflects the breadth and creativity of today's watch industry.
Yet for all the impressive names and desirable references, the watches themselves are only part of the story.
Every bid placed between now and 15th July contributes towards helping young people and families who are facing challenges far greater than deciding which watch to wear each morning. The auction is a celebration of the generosity of the watch community, but it is also a continuation of Michael's legacy, one built on resilience, compassion and making the most of every day.
The watch world often talks about heritage, stories and the value of time. The Buying Time Charity Watch Auction brings all three together in a way that feels genuinely meaningful.
Thirty watches. Thirty children. One opportunity to make a difference. That feels like time well spent.