The Rolex 24 At DAYTONA represents a legacy of endurance, precision, and motorsport heritage

As the 2026 Rolex 24 At DAYTONA gets underway today, the endurance race once again signals the start of Rolex’s international motor racing season. The twice-around-the-clock challenge stands as a testament to the Swiss watchmaker’s long-standing commitment to precision, resilience, and human excellence — values that have shaped Rolex’s relationship with motorsport for nearly a century.

Rolex’s association with Daytona predates the circuit itself. In the early 1930s, British racing driver Sir Malcolm Campbell, the “King of Speed”, set World Land Speed Records on Daytona Beach while wearing a Rolex Oyster on his wrist.

Introduced in 1926, the Oyster was the world’s first waterproof wristwatch, designed to deliver reliability under demanding conditions. After his 1933 record attempt, Campbell reported this: “Rolex watch worn during the record attempt and still going splendidly notwithstanding rough usage received.”

When Daytona International Speedway opened in 1959, sand gave way to tarmac, and Rolex’s presence at the venue continued. Several years later, the Oyster Perpetual Cosmograph Daytona was introduced, a chronograph reflective of Rolex’s motorsport heritage and designed for the needs of racing drivers.

In 1992, Rolex formalised its relationship with the event, becoming Title Sponsor of the Rolex 24 At DAYTONA. For drivers who triumph after 24 hours of competition, the ultimate prize awaits: a specially engraved Rolex Daytona timepiece.

The human test

For Rolex Testimonee Tom Kristensen, the most successful endurance racing driver of all time, the experience of a 24-hour race is inseparable from the passage of time. A nine-time winner of the 24 Hours of Le Mans and a six-time winner of the Twelve Hours of Sebring, the Danish racing driver reflects on the challenges faced by drivers during the race.

“For a driver, when you compete in a 24-hour race, the most challenging time is when you get woken up at night. At that moment, the first thing you do is look at your watch, which not only reveals the time remaining during the race, but it also reminds you of the importance of those 24 hours. A Rolex Daytona is such an emblematic timepiece which has been worn on the wrists of many of the best drivers in history; it is the perfect co-pilot on and off the track,” he says.

Elaborating on the enduring character of the race and its continued development, Kristensen adds, “The event is so special because of the people involved — the drivers, teams and the organisers who have all cared for the race. The race is a testament to all the people who have created fantastic moments and taken incredible victories at Daytona International Speedway.

“Ultimately, it has also needed a prestigious brand like Rolex to support its successes from the beginning and make it what it is today. Rolex has been a part of the Rolex 24 At DAYTONA since the start, and this relationship is a match made in heaven.”

Modern endurance classic

The Rolex 24 At DAYTONA continues to evolve while remaining grounded in its core values. British racing driver Jamie Chadwick, a pioneer of women’s participation in motorsport and a Rolex Testimonee since 2022, served as Grand Marshal at the event in January 2025, becoming one of the first women in recent history to hold the honour.

On Rolex’s long-standing partnership with endurance racing, the Briton says, “Rolex’s partnership with endurance racing, and specifically with the Rolex 24 At DAYTONA, is incredible given its longevity and the fact that it’s so closely tied to the Rolex Daytona.

“Winning the Rolex 24 is about more than just the race, it’s about winning the watch too. Every driver dreams of going there and taking home a Rolex, which adds to the prestige and desirability of the race — it would be a bucket list moment.”

Touching on the significance of her experience at the event, she continues, “I have followed the Rolex 24 At DAYTONA for many years, so witnessing the race first-hand as Grand Marshal and a Rolex Testimonee is something I will cherish forever. Being one of the first female Grand Marshals is particularly meaningful as it gives extra visibility for women in the sport and highlights the positive direction that the sport is going in.”

The ultimate reward

For US racing driver Scott Pruett, a five-time overall winner of the Rolex 24 At DAYTONA and a member of IMSA’s inaugural Hall of Fame, the race presents challenges that extend beyond competition alone.

He explains, “The Rolex 24 At DAYTONA is intense because it is not just the team and driver against the track and other teams, it is also against the elements. I have been there when it was stormy, windy, rainy, and I’ve been there when it was scorching hot too.”

The moment of success at Daytona, adds Pruett, is something one never forgets. “Reaching Victory Lane is indescribable, it’s a shared feeling among the team that goes beyond words — the feeling of that achievement stays in your heart and soul. Every driver dreams of earning the cherished Rolex Daytona timepiece with ‘winner’ engraved on the back after this race — it’s all about the watch.”

As the 2026 Rolex 24 At DAYTONA unfolds, the event once again underscores Rolex’s role as a constant presence across endurance racing.

Beyond Daytona, the brand’s commitments extend to the International Motor Sports Association (IMSA), the FIA World Endurance Championship (WEC), and long-standing partnerships with the 24 Hours of Le Mans and the Twelve Hours of Sebring.

Through these partnerships, Rolex celebrates human achievement by honouring the gruelling journeys racing drivers undertake. Such endeavours are marked by milestones and emotions that culminate in defining moments — determined by a path faithfully followed, not just a trophy.