I’m sure many of you are familiar with the smash hit series ‘The Apprentice’ on BBC1. Here at Luxe Watches, we’re all big fans of the program, but even fonder of the serious watch collection exhibited by Lord Sugar. Ever wondered what watches Lord Sugar wears? We will be keeping tabs on the watches of the legendary business mogul:

Week 1 – Yellow Gold Rolex Yacht-Master II Ref 116688

No thanks just got this today @POBBASSFLY pic.twitter.com/mSoh1bn3un

— Lord Sugar (@Lord_Sugar) March 22, 2016

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The Yacht-Master II is just as iconic as the Rolex symbol, and is the perfect statement in the boardroom. Cased in a 44mm 18K yellow gold and blue command bezel, this watch is bound to show people who the boss is. This timepiece is equipped with the signature 4161 movement, a self-winding mechanical regatta chronograph movement entirely developed and manufactured by Rolex. This watch is a high benchmark for Lord Sugar’s collection and is valued by Rolex at £32,050.

Week 2 – White Gold Rolex GMT-Master II Ref 116759

In week 2, Lord Sugar sported a classic white gold GMT-Master II, with a blue and red bezel and black dial. The GMT-Master II is renowned for having that balance between smart and casual and Lord Sugar demonstrated that in week 2. The watch is housed in 40mm 18k white gold case and bracelet with the bidirectional rotatable 24-hour graduated bezel in red and blue Cerachrom ceramic. The watch is equipped with caliber 3186, a self-winding movement developed and manufactured by Rolex.

Once again this watch proves to be an absolute classic for any collector, and a wise choice for the entrepreneur. This  The white gold Rolex GMT-Master II valued at £28,150.

Week 3 – Stainless Steel Large Calibre De Cartier Ref W7100037

Moving away from the Rolex’s, Lord Sugar donned a stunning stainless steel large Calibre De Cartier Ref W7100037 on week 3. Yet another classic watch, this timepiece was seen on the wrist of the business giant whilst saying those two famous words – “You’re Fired”. This contemporary and refined watch is 42mm in stainless steel and equipped with the self-winding mechanical movement Calibre 1904-PS MC. The partially silvered snailed opaline dial with stamped XII numerals, hour markers, aperture and counter also make this watch a boardroom classic. Cartier value the stainless steel large Calibre De Cartier Watch Ref W7100037 at £5,750.

He’s seen wearing this watch a lot, and even made an appearance on the front of his best-selling autobiography “what you see is what you get”.

Week 4 – Yellow Gold Rolex Submariner Ref 116618LB

The new addition to my Rolex collection Submariner supplied to me by charming Michael Cox @MichaelSpiers .Plymouth pic.twitter.com/LEbfJo6Dc9

— Lord Sugar (@Lord_Sugar) May 11, 2016

The yellow gold Oyster Perpetual Submariner’s robust and functional design makes this a watch any top executive must have. The yellow gold Rolex Submariner Ref 116618, is housed in a 40mm 18k yellow gold with an unidirectional rotatable 60-minuted bezel and dial in blue. The Oyster flat three-piece bracelet is entirely in yellow gold as well. The timepiece is fitted with the Rolex manufactured 3135 movement, a self-winding mechanical masterpiece. The Submariner has a power reserve of approximately 48 hours and is water resistant to up to 300 meters. The watch has an air of both classic yet causal feel to it, making it a great addition to any watch collector. The watch proves to be a high ranking member of Lord Sugar’s collection, and is valued by Rolex at £25,050.      

Week 5 – Breitling Superocean Ref A3732024.B869

In week 5, we saw a glimpse of the Breitling Superocean Heritage 38mm Ref A3732024.B869 whilst Lord Sugar was promptly firing J.D. The watch is a cased in stainless steel and sports a classic black dial and bezel. The movement for the watch is “Brietling 37”, Breitling’s version of the ETA 2895-2 and Caliber B37 rolled into one. The Superocean Heritage has a power reserve of up to 42 hours and has a frequency of 28,800 bph. The bracelet, as worn by Lord Sugar, is the Ocean Classic Woven steel bracelet. The Breitling Superocean Heritage is a professional diver’s watch and a tribute to the original Superocean which launched in the late 1950’s. Small little features add to the true beauty of this watch, for example the dial carries the Breitling signature topped by the stylized letter “B” in 18K gold, which symbolizes the history of the watch company. Another characteristic legacy is the luminescent triangular-tipped hand that allows divers to see the time despite being at great depths. It remains only fitting to be in amongst the finest watches money can buy in the Lord Sugar collection. Breitling value this watch at £2,650.            

Week 6 – Breitling Navitimer 01 Automatic Chronograph Ref AB012012.BB01

In week 6, yet another Breitling featured – this time it was the very fashionable Breitling Navitimer 01 Automatic Chronograph Watch. The watch is considered to be the favoured timepiece for pilots, and therefore only natural that Sugar – a keen pilot – owns one. Combining Breitling’s two long passions – chronographs and aeronautics, the watch contains the very first B01 movement, the first manufactured in-house movement by Breitling. The watch is cased in 43mm of stainless steel and has a black leather strap to boot. The bidirectional bezel is highly polished stainless steel, and the Breitling emblem decorated in 18K rose gold, giving the ‘bling effect’ without over-stepping the mark. The watch proves to be a classic addition to the entrepreneurs watch collection and shows us that Lord Sugar truly is a connoisseur in the fine watch market. Breitling value this watch at £6,370.   What can we expect to see in the coming episodes? Perhaps Lord Sugar’s recent acquisition that he seemed pretty happy about:  

Just picked up my new Rolex Daytona from Michael Cox @MichaelSpiers Plymouth. Pleasure to visit with great service pic.twitter.com/3Y13St9cZO — Lord Sugar (@Lord_Sugar) August 22, 2016

We will continue to be on the look out for Lord Sugar’s watches over the next couple of weeks, so be sure to keep an eye out for the watches and our part 2 article!