The love for speed and racing has always been an indelible part of motor sport. Drawn by the unparalleled courage racing drivers possess, Rolex, guided by the pioneering spirit of its visionary founder, Hans Wilsdorf, began a relationship with motor sport in the 1930s. And it all began in Daytona Beach, Florida.
Renowned for 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, who sported a Rolex Oyster on his wrist. Having been invented a few years earlier, the Oyster was the world’s first waterproof wristwatch. A reliable timepiece which has endured through the years, the Oyster accompanied the race car driver to the finish line and marked a revolutionary moment in history.
Rolex’s first motor sport Testimonee, Sir Malcolm Campbell certainly had many racing achievements under his belt. In 1933, behind the wheel of his car Bluebird, he reached a speed of 272 mph (438 km/h) on Daytona Beach and jubilantly endorsed the watch’s capabilities, reporting back in a telegram: “Rolex watch worn during the record attempt and still going splendidly notwithstanding rough usage received.” A mere two years later, he became the first to break the 300 mph (483 km/h) barrier at Bonneville Salt Flats, Utah and ultimately became instrumental in forging a special bond between Rolex 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 the Daytona International Speedway®. Several years later, the Oyster Perpetual Cosmograph Daytona was born. Designed to cater to the needs of drivers, the timepiece was also a reflection of the Swiss watchmaker’s motor sport heritage. A true partnership was formalised in 1992, when Rolex became the Title Sponsor of the Rolex 24 At DAYTONA. Having extended support for racing and the speedway from the get go, it also provided drivers with an additional incentive for winning the race, as the ultimate prize was a specially engraved Daytona watch.
As the century unfolded, more of the world’s greatest driving talents were drawn to the twice-around-the-clock challenge, including famed Hollywood actor Paul Newman. Known for racing with his Daytona strapped to his wrist, inscribed with “Drive Carefully Me”, Newman shared the track with young driver Hurley Haywood. His love for speed, racing, and his male machismo would make him an enduring symbol in the history of the sport and the watch. Meanwhile, Haywood would continue to race at Daytona for several decades, retiring from the track at 63 with a record five overall wins.
A Rolex Testimonee himself, Haywood shares great admiration for the Swiss watchmaker’s unwavering ties to the race, saying: “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.”
Following in Haywood’s tracks, Testimonee Scott Pruett matched his record in 2013, while Rolex Testimonees Jenson Button and Jamie Chadwick 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, triumphantly 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 instilled 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.
