The sale will include a never before publicly seen Rolex Submariner which is expected to go for in excess of $500,000.
The auction will be led by Bonhams’ international director of watches, Asia, Tim Bourne and director of watches in Asia, Sharon Chan.
The watch was last sold for a record breaking CHF 2.2m in 2006.
The site is the brainchild of 30-year TV-shopping veteran, Marvin Segel, and UX entrepreneur, Domenick Propati.
Almost 600 bids placed on 48 luxury timepieces as registered users embrace online purchasing opportunity.
The auction, set to be held later today, will feature goods worth up to $460,000.
The timepiece, worn by Timothy Dalton’s stunt double in Licence to Kill, goes into the auction with a $78k - $105k estimate.
The watch, which was owned by Russian immigrant Sinai Kantor, was sold by Heritage Auctions on Saturday, in Dallas.
Based in New York, Sotheby’s is capitalizing on the second hand watch market this year with a new appointment which extends that reach.
A Rolex worn by 80’s film star, Paul Newman, was the top lot at a New York Auction yesterday.