At the Rolex 24 At Daytona, winning isn’t just about speed

Time is the essence of motorsport — the deciding factor between triumph and defeat, the force that governs endurance races, and the ultimate prize for those who master its rhythm. Few brands understand this better than Rolex, whose presence in racing is not just a matter of sponsorship but a deep, decades-long relationship built on precision, resilience, and a shared pursuit of excellence.

The connection dates back to the 1930s, when Sir Malcolm Campbell, one of his era’s most celebrated speed pioneers, set multiple land speed records on the sands of Daytona Beach. Campbell was the first driver to break the 300 mph barrier with a Rolex Oyster strapped to his wrist.

This was no small feat at a time when wristwatches were still proving their reliability in extreme conditions. It signalled the beginning of a lasting association between Rolex and motorsport, which would evolve far beyond the salt flats of Daytona.

By the 1960s, endurance racing had become the ultimate mechanical and human endurance test. Nowhere was this more evident than at the Rolex 24 At Daytona, a gruelling 24-hour race that demanded unwavering focus from drivers and relentless machine durability.

The race quickly became one of the most prestigious in motorsport, earning a reputation as a proving ground for talent and technology. Rolex had been involved since the early days, but in 1992, the brand solidified its commitment by becoming the official Title Sponsor.

The Daytona advantage

Still, the Rolex 24 At Daytona is not a race won by sheer speed alone. It requires meticulous strategy, mechanical resilience, the ability to navigate night driving, temperature fluctuations, and the physical exhaustion that sets in after hours behind the wheel. For many drivers, the ultimate reward is not just standing on the podium but receiving a specially engraved Rolex Daytona — a watch that has become as legendary as the race itself.

Winning a Rolex at Daytona is a tangible recognition of endurance and skill, a tradition that has elevated the race to a near-mythical status in the world of motorsport. Drivers speak of it with reverence, understanding that while trophies collect dust, a Rolex Daytona remains a symbol of their triumph, worn daily as a reminder of the challenge they overcame.

Rolex’s legacy in endurance racing does not stop at Daytona. The brand has long been associated with motorsport’s most incredible endurance events, including the 12 Hours of Sebring and the 24 Hours of Le Mans. Together with the Rolex 24 At Daytona, these races form what many call the “Triple Crown” of endurance racing, demanding an almost superhuman level of focus and stamina.

Over the years, Rolex has extended its influence to the FIA World Endurance Championship, reinforcing its presence in a discipline where timekeeping is as much a part of the competition as the cars.

Rolex has aligned itself with motorsport legends throughout its history, forging relationships with figures who embody the same commitment to excellence. Sir Jackie Stewart, a three-time Formula 1 world champion, became a Rolex Testimonee in 1968, setting a precedent for future ambassadors who have left an indelible mark on the sport. 

Among them are Tom Kristensen, the record nine-time winner of the 24 Hours of Le Mans; Mark Webber; Jenson Button; and, more recently, Jamie Chadwick, a rising star in global racing.

Pushing boundaries

Chadwick’s role in the 2025 Rolex 24 At Daytona was particularly significant. As Grand Marshal, she was not only the first female active driver in recent history to hold the position but also a symbol of the evolving landscape of motorsport. Her presence underscored that endurance racing, like Rolex itself, continues to evolve while staying true to its fundamental values of precision and perseverance.

The 2025 edition of the race delivered all the drama and intensity expected from a competition of its calibre. Porsche Penske Motorsport’s #7 Porsche 963 secured back-to-back victories, marking the German manufacturer’s 20th win at Daytona.

The race also paid tribute to one of its most famous past winners, Paul Newman, whose class victory in 1995 remains a landmark moment in motorsport history. This year’s race fell on what would have been Newman’s 100th birthday, making the connection between Rolex, endurance racing, and the passage of time more poignant than ever.

And even as the world of motorsport changes — with hybrid technology, new regulations, and shifting audience demographics — Rolex remains a constant. Its partnership with IMSA strengthened further in 2025 by becoming the Official Timepiece of the association, signalling a continued investment in the sport’s future. The connection between Rolex and racing is about celebrating the past and ensuring that motorsport continues to push the boundaries of performance and endurance.

There are few brands whose association with a sport feel as organic as Rolex’s with endurance racing. Their relationship is built on shared values: precision, reliability, and the pursuit of excellence against all odds. In the world of endurance racing, time is the ultimate challenge. For Rolex, it is the ultimate measure of greatness.