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 their longtime partnership. For Rolex, the new deal provides a well-respected and venerable platform to continue showcasing their elite brand, while the DIS gets to continue its alignment with the storied watch brand, lending it a credibility and status that is both timeless and unmatched in the racing world.
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