Rolex Extends 23 Year Sponsorship of Rolex 24 at Daytona
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Iconic watch brand Rolex recently announced an extension of their longstanding partnership with Daytona International Speedway, where Rolex has been the primary sponsor of the Rolex 24 at Daytona since 1992. The relationship between the two world-renowned brands, which began back in 1963, also continues Rolex’s role as Daytona’s official timepiece. As is standard with Rolex, no terms of the agreement were released to the public.
Noteworthy in the new deal, however, was Rolex garnering naming rights for Daytona’s front stretch lounge, part of the highly-anticipated Daytona Rising renovation project. The $400 million makeover, which is scheduled to be completed in February 2016, includes additional branding opportunities for Rolex throughout the Speedway.
Along with being the primary Daytona sponsor, Rolex has awarded its prestigious Oyster Perpetual Cosmograph Daytona to all event winners since 1963. The Cosmograph has been dubbed the “ultimate chronograph,” and upon close inspection, it’s not hard to see why. Dedicated exclusively to race drivers, the watch boasts not only impeccable craftsmanship and a sporty look and feel, but a space-aged, tachymetric scale on its bezel. Used for quick calculations of average speed over a given distance, the elegantly crafted bezel is a nod to daring race drivers the world over. The Cosmograph is a member of the exclusive “Professional” category created by the luxury watchmaker, which counts such models such as the Explorer and Submariner among its members.
Spokesman for both DIS and Rolex were effusive to the media in expressing their excitement over the renewing of
An Overview of Rolex’s Commitment to Motor Sports
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Since its launch in 1905, Rolex has long committed itself to an active lifestyle, whether it’s their manufacturing of collections suited for sports or extreme environments (e.g. diving, race car driving, climbing, caving, aviation) as well as their partnerships and endorsements of sporting events such as the Rolex 24 at Daytona International Speedway (since 1992) or its recent partnership with Formula 1 motor racing.
In 1926, the Swiss watchmaking company developed and patented the world’s very first waterproof wristwatch, naming it the Rolex Oyster. This watch became the basis for all future sport collections that have been worn by athletes swimming the English Channel, deep-sea divers, mountain climbers, pilots as well as yachting enthusiasts and race car drivers. The foundation of the Oyster has proven its durability and perfect timekeeping after hours underwater or driving at high speeds, as well as flying at high altitudes. The Oyster has aided various record-setting swimmers, divers, mountain climbers, explorers, pilots and motor racers.
To mark the beginning of Rolex’s place in motor sports, in 1935, Sir Malcolm Campbell broke the land speed world record, driving over the 300 mile per hour barrier, in the Napier-Campbell Blue Bird. Sir Malcolm was wearing a Rolex Oyster at the time of this record-setting feat. From there, Rolex’s involvement in motor racing and sports progressed every decade.
By the late ’50s and early ’60s, it was a natural partnership for Rolex to sponsor motor racing events including events at Florida’s Daytona International Speedway. Because of their involvement