Loyal customer Lord Sugar buys new Rolex from Michael Spiers in Plymouth

LONDON, ENGLAND - MARCH 18: Baron Sugar listens at the British Chamber of Commerce Annual Conference held at the headquarters of BAFTA on March 18, 2010 in London, England. The annual conference entitled 'Preparing for Change - Setting the Business Agenda' will hear from keynote speakers from business, politics academia and the media including: Lord Mandelson, Kenneth Clarke, Lord Adonis, Baron Sugar, Trevor Phillips, Stephen Hester and Christine Lagarde. The British Chamber of Commerce is a network of 56 accredited Chambers of Commerce across the UK serving over 100,000 businesses, it is celebrating its 150th anniversary throughout 2010. (Photo by Oli Scarff/Getty Images)

Lord Alan Sugar tweeted yesterday that he has picked up a new Rolex Daytona timepiece from his favourite shop, Michael Spiers in Plymouth, which he describes as the best watch shop in the UK.  

The particular Rolex that The Apprentice front man opted for was the newest Oyster Perpetual Cosmograph Daytona, a piece created to celebrate the 1965 Daytona.

The watch is water resistant to 100 metres (330 feet) and sports a calibre 4130, a self-winding mechanical chronograph movement designed by Rolex.


rolex daytona oyster

Lord Sugar is a keen watch collector. In August last year he bought a Patek Philippe 240 Caliber HU World Time in white gold. At the time he tweeted: “I am told it’s the last one they made”.

The £1.4 billion man may not think much of splashing out £8,000 for his Rolex but the tweet made the news in Plymouth in the Plymouth Herald.

It also had Michael Spiers’ son and current owner pleased that, after many years, Lord Sugar still takes trips from London to Plymouth to look for watches.

Michael Spiers told the Plymouth Herald: “We have a good relationship with him and so have never wanted to mention it before. I just think it’s fantastic that he lives in London but is spending his money in Plymouth.”

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