Rolex Daytona 6264 'John Player Special Cherry'

By now, the story of the vintage Daytona is well known: a watch that once lingered in shop windows for lack of demand has become one of the most collectible Rolex models of all time. Among them, the reference 6264 stands out as one of the most elusive.

Produced only for a brief period in the early 1970s, the 6264 carried forward the pump pushers and acrylic bezel of its predecessor, the 6241, but introduced the upgraded caliber 727 movement. 

With a production run of only about two years and roughly 2,500 pieces in total, the reference is already rare. Narrow that down to gold examples, fewer than a few hundred, and you enter another league entirely. Add to that the even scarcer 14k gold versions, made specifically to avoid U.S. import duties, and the picture becomes clear: it sits at the absolute pinnacle of vintage Rolex collecting.

Getting Your Cherry Popped
But rarity doesn’t end with the case metal. Among the handful of 6264s, a tiny number were fitted with one of the most mysterious exotic dials ever made by Singer, which are dubbed the Paul Newman dials. The more well-known and broadly coveted gold Paul Newmans are the Lemon and the John Player Special variations. 

Like those two, the one we're offering, features art-deco sub dials, a stepped minute track, and square markers. The dial also has a grainy black surface with gold printing like the previously mentioned John Player Special. Yet, what sets it apart from those two is the bright red “Daytona” script above the hour totalizer. Against the black-and-lemon palette of the dial, the red line brings the dial to life in a way no other Paul Newman does. Collectors know it simply as the Cherry.

Lemons and Cherries
Only a handful of Cherry dials are known to exist, and concrete information remains scarce. Over the years, several theories have been put forward, each adding to the intrigue.

One of the earliest explanations, supported by noted scholar Mr. Mazzariol, is that these were ultra-rare service replacement dials. During his visit to Singer, the dial maker behind the Daytonas, he documented this dial among other experimental executions. The slightly slanted model name printing could also suggest it originated from a batch initially rejected.

More recently, however, Mr. Stahl, founder of Rolex Passion Report, offered another perspective based on his research into the graphics, and both the front and back of these dials. He proposed that the Cherry may have been produced for leftover gold pump-pusher Daytonas. Supporting this, every known Cherry JPS example falls within the 2.8 million serial range, and the same cliché design reappears in subsequent Oyster Paul Newman dials.

A third claim, less substantiated, but persistent, suggests that these may have been special-order pieces for a U.S. dealer.

Mythical Status
Will we ever know the full story of the Cherry? Perhaps not. Maybe that is precisely what makes it so captivating. It is a watch steeped in myth, representing the very edge of what it means to collect vintage Rolex. Its influence still resonates today: in 2024, Rolex quietly introduced the yellow gold Daytona “Le Mans,” with its red “Daytona” text. A modern echo of this mythical 6264.

This particular example is offered discreetly and exclusively, on behalf of an important international collector, in partnership with Amsterdam Vintage Watches. A piece like this deserves to be appreciated by those who truly understand its importance. For that reason, and out of respect for both the watch and its legacy, we have chosen not to disclose its value publicly. Instead, it will be made available exclusively to our trusted clientele and select, world-renowned aficionados. Note that the watch is not physically with us, and viewings require advance arrangement. 

Reserved not for the many, but for the very few who appreciate its significance.