ROLEX AND DAYTONA: THE MAKING OF MOTOR SPORT ICONS

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Since its beginnings, Rolex has been guided by the vision of its founder, Hans Wilsdorf, and in the early 1930s this pioneering spirit met the courage of those chasing speed and excellence on Daytona Beach, Florida. With its long, firm stretch of white sand, Daytona was the world capital of racing, hosting 14 World Land Speed Records between 1904 and 1935.

Among those determined to go faster was the ‘King of Speed’, Sir Malcolm Campbell, sporting a Rolex Oyster on his wrist. Invented just a few years earlier, in 1926, the Oyster was the world’s first waterproof wristwatch. Reliable and enduring, it marked a revolutionary moment.

In 1933, behind the wheel of his car Bluebird Sir Malcolm reached 272 mph (438 km/h) on Daytona Beach and endorsing the watch’s capabilities, he reported back in a telegram: “Rolex watch worn during the record attempt and still going splendidly notwithstanding rough usage received.” Two years later, he became the first to break the 300 mph (483 km/h) barrier at Bonneville Salt Flats, Utah. The achievements of Sir Malcolm, Rolex’s first motor sport Testimonee, forged a bond between the Swiss watchmaker and the pursuit of speed that continues to inspire the world of motor racing today.

In 1959, sand gave way to tarmac with the opening of Daytona International Speedway®. Several years later, the Oyster Perpetual Cosmograph Daytona was born, a timepiece reflective of Rolex’s motor sport heritage and designed for the needs of racing drivers. The Swiss watchmaker formalized this partnership in 1992 becoming Title Sponsor of the Rolex 24 At DAYTONA, having supported racing at the speedway since its opening. For the drivers who triumph after 24 relentless hours at this mythical event, the ultimate prize awaits: a specially engraved Daytona.

As the century unfolded, some of the world’s greatest driving talents were drawn to the twice-around-the-clock challenge. In 1977, aged 52, actor and accomplished racing driver Paul Newman took to Daytona International Speedway®, sharing the track with a young Hurley Haywood. Newman, who was known for racing with his Daytona strapped to his wrist, inscribed with “Drive Carefully Me”, would become an enduring symbol in the sport’s and the watch’s history. Haywood continued to race at Daytona for several decades, ultimately retiring from the track at 63 with a record five overall wins.

Sharing his admiration for the Swiss Watchmaker’s unwavering ties to the race, Rolex Testimonee Haywood says: “Rolex’s relationship has spanned many years and with each passing year, the intensity of the race increases. With Rolex’s support the race has become so symbolic and to take home the Daytona is the ultimate victory.

Drivers from all forms of racing come to compete in the Rolex 24 for one reason, to win this watch.” Haywood’s record would later be matched in 2013 by fellow Testimonee Scott Pruett, who also achieved five overall victories at the Rolex 24 At DAYTONA. Following in their footsteps are Rolex Testimonees Jenson Button and Jamie Chadwick who share in the Swiss watchmaker’s enduring bond with the event.

Button made his Rolex 24 At DAYTONA debut in 2024, finishing third overall, while Chadwick served as Grand Marshal in 2025, becoming the first woman in recent history to hold the honour.

For almost a century Rolex’s affinity with motor sport has been defined by precision, resilience and innovation – the very qualities paved by its pioneering founder since 1905. Rolex’s legacy in racing extends beyond Daytona, as next year the brand enters its second year as the Official Timepiece of the International Motor Sports Association (IMSA), while its wider commitment to endurance racing is marked by milestones in 2026: a decade of achievements in the FIA World Endurance Championship (WEC) and 25 years of partnership with the 24 Hours of Le Mans. Ever-present across every arena of endurance racing, Rolex stands as a constant witness to the journeys of those who reach for the crown.

ROLEX AND MOTOR SPORT

Rolex celebrates human achievement, recognizing the journey marked by milestones and emotions that culminates in defining moments – determined by a path followed, not just a trophy. In motor sport, this association started in the 1930s when Sir Malcolm Campbell set World Land Speed Records on Daytona Beach with a Rolex on his wrist. Since then, Rolex’s support has grown, extending to the sport’s most esteemed figures, revered endurance championships and other leading events.

This affinity encompasses the FIA World Endurance Championship (WEC), the International Motor Sports Association (IMSA) and the contests that come together to form the Triple Crown of Endurance Racing – the Rolex 24 At DAYTONA, the Twelve Hours of Sebring and the 24 Hours of Le Mans. For almost three decades, Rolex has also had a global appreciation for classic automotive events steeped in elegance, beauty and tradition, including the Pebble Beach Concours d’Elegance®,

The Quail, A Motorsports Gathering, the Rolex Monterey Motorsports Reunion and the Goodwood Revival. Rolex welcomed motor sport legend Sir Jackie Stewart into its family of Testimonees in 1968 and he has since been joined by fellow high achievers: Tom Kristensen, the record nine-time winner of the 24 Hours of Le Mans; Mark Webber, the 2015 FIA World Endurance Champion and multiple Grand Prix™ winner; Jenson Button, the 2009 FIA Formula 1® Drivers’ World Champion who is currently competing in the 2025 FIA World Endurance Championship; and Jamie Chadwick, a pioneer for women in motor sport who this year is contesting the 2025 European Le Mans Series.

ABOUT ROLEX – AN UNRIVALLED REPUTATION FOR QUALITY AND EXPERTISE

Rolex is an integrated and independent Swiss watch manufacture. Headquartered in Geneva, the brand is recognized the world over for its expertise and the quality of its products – symbols of excellence, elegance and prestige. The movements of its Oyster Perpetual and Perpetual watches are certified by COSC, then tested inhouse for their precision, performance and reliability. The Superlative Chronometer certification, symbolized by the green seal, confirms that each watch has successfully undergone tests conducted by Rolex in its own laboratories according to its own criteria. These are periodically validated by an independent external organization.

The word ‘Perpetual’ is inscribed on every Rolex Oyster watch. But more than just a word on a dial, it is a philosophy that embodies the company’s vision and values. Hans Wilsdorf, the founder of the company, instilled a notion of perpetual excellence that would drive the company forward. This led Rolex to pioneer the development of the wristwatch and numerous major watchmaking innovations, such as the Oyster, the first waterproof wristwatch, launched in 1926, and the Perpetual rotor self-winding mechanism, invented in 1931. In the course of its history, Rolex has registered over 600 patents. At its four sites in Switzerland, the brand designs, develops and produces the majority of its watch components. A fifth site, also in Switzerland, is under construction and is expected to open in 2029.

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