Mohammadreza Shah Pahlavi was a fan of Swiss luxury watches and had a collection of special and rare watches. Some of these watches were made according to his order and today they are among the most important examples of collectors. One of the most famous of them was the Rolex Day-Date Platinum (Rolex Day-Date Ref. 1831), produced by court order in the 1970s. According to Phillips auction house documents, apparently only eight examples of this model were made, intended to be given as gifts to prominent figures and relatives of the king. One of these watches was sold at auction in 2016 (1395) for one million and 750 thousand Hong Kong dollars. The Shah was also one of the first to order the Audemars Piguet Royal Oak watch and ordered a white gold version of it. Muhammadreza Shah's interest was not limited to classic watches and jewelry, and he also noticed the innovative designs of Swiss watchmaking in the 1970s. The Audemars Piguet "Cobra" watch with a combined white gold strap and blue dial was one of the most prominent examples of this trend.

Mohammadreza Shah Pahlavi was a fan of Swiss luxury watches and had a collection of special and rare watches. Some of these watches were made according to his order and today they are among the most important examples of collectors. One of the most famous of them was the Rolex Day-Date Platinum (Rolex Day-Date Ref. 1831), produced by court order in the 1970s. According to Phillips auction house documents, apparently only eight examples of this model were made, intended to be given as gifts to prominent figures and relatives of the king. One of these watches was sold at auction in 2016 (1395) for one million and 750 thousand Hong Kong dollars. The Shah was also one of the first to order the Audemars Piguet Royal Oak watch and ordered a white gold version of it. Muhammadreza Shah's interest was not limited to classic watches and jewelry, and he also noticed the innovative designs of Swiss watchmaking in the 1970s. The Audemars Piguet "Cobra" watch with a combined white gold strap and blue dial was one of the most prominent examples of this trend.