In the late 1970s, a contestant on The Price is Right walked away with what seemed like just another door prize. Decades later, that very prize has resurfaced — and it happens to be one of the rarest Rolex Submariners ever made. Today, it sits with Bob’s Watches, where its significance is being carefully documented and celebrated.
The watch in question is a 1978 Rolex Submariner Ref. 1680, notable as the first Submariner to feature a date display — a milestone in Rolex’s evolution. But what sets this example apart is the Tiffany & Co. co-branding on the dial. Dual-signed Rolexes are among the most coveted vintage watches in the world, and those with clear provenance, like this one, are especially prized.
Unlike many ultra-rare models that spend decades locked away in safes, this Submariner was actually worn and enjoyed daily by its original owner. That lived-in history, combined with the Tiffany signature, the correct serial range, and its unforgettable origin as a game show prize, makes this piece both a cultural artifact and horological treasure.
“This is the kind of watch that makes the vintage market so exciting,” said Paul Altieri, CEO of Bob’s Watches. “It’s not just the rarity of the Tiffany dial, it’s the story behind it — a game show prize that became a cherished daily companion, and now a sought-after collector’s piece.”
With over 50,000 Rolex transactions since 2010, Bob’s has built a reputation as the trusted source for authentic, historically significant watches. The company’s transparent buy/sell model, rigorous authentication, and curated collection of rare pieces have made it a leader in the pre-owned luxury watch market.
“At Bob’s, we see ourselves as caretakers of these timepieces,” Altieri added. “Our role is not only to authenticate and preserve them, but also to share the incredible stories that make each watch unique. This Submariner represents a fascinating intersection of Rolex heritage and American pop culture.”
Altieri also noted the growing collector demand for Tiffany-signed Rolexes: “Dual-signed dials have always been special, but Tiffany Rolexes in particular are reaching new heights in desirability. Provenance matters more than ever, and watches like this 1680 remind us why.”
