In what should come as a surprise to absolutely no one, a Patek Philippe Cubitus has already landed on the secondary market—a mere 25 days after its launch—selling for RM498,544 ($112,500) in a digital auction. Despite the fact that the new model received plenty of appalled reactions, the market is proving the watch is no dud.

The two-tone Ref. 5821/1AR sold on Bezel—an authenticated watch marketplace backed by big-name investors like John Legend, Kevin Hart, and Steve Aoki. Most interestingly, it is also staked by respected watch industry figures like John Reardon of Collectibility, who happens to be a notable Patek Philippe dealer on the secondary market and a consultant to the Swiss brand. Perhaps more than any other watch brand save for Rolex and some top-level independent makers, Patek Philippe is known to be downright militant about protecting its product (and its retailers) from flippers and yet, here we are, just a few weeks after this 25-years-in-the-waiting new product line with models magically popping up for resale at values almost double the RM271,544 retail price. (There are listings on Chrono24 for as high as RM584,852, but many of these, of course, are not authenticated.)

There were 37 bidders with the winning bid going to a client in the U.S., according to Bezel. “The Cubitus is such an exciting, albeit polarising, new addition to Patek’s lineup,” co-founder and CEO of Bezel, Quaid Walker, told Robb Report. “Our goal is to always offer the most topical and desirable watches to the Bezel community, so it’s affirming to sell one of the first examples at auction.” Of course, this sale will serve as a feather in the cap of Patek Philippe president, Thierry Stern. The company’s fearless leader has remained steadfastly undeterred by any negative press, which began just prior to the launch on October 17 when an ad was leaked by Fortune magazine creating an onslaught of frenzied reactions on social media and digital platforms. Regardless, it’s safe to say Stern’s strategy is certainly working.