A diamond known as "Pink Heritage" was sold at a record price of 50.375 million Swiss francs (50 million dollars), Christie's auction house said.
The pink diamond, which weighs just under 19 carats, was bought by Harry Winston, a jewelry company based in the United States.
Christie's said Harry Winston, owned by Switzerland's Swatch, quickly changed the diamond name to Pinkstone's Pink Legacy after adding it to her collection of rare jewelry.
Francois Corell, president of the luxury group at Christie's, said the semi-annual jewelry auction in Geneva was worth $ 110 million, of which 11 items were sold for more than $ 1 million each.
"This pink diamond heritage has achieved a very high price of $ 50 million, or $ 2.6 million per carat, and this is a world record for pink diamonds," he said, adding: "I do not think there is anything better than that."
Estimates of pre-sale diamond prices ranged between $ 30 million and $ 50 million.
At least five people competed over the phone to buy the pink diamond, but at the end of the day it was a Harry Winston representative, Corell said.
