One doesn’t think that watches and cars have much in common until you realize that they both highlight mechanical craftsmanship and are really expensive. The ‘king’ of watches, Rolex, has been sponsoring the Daytona 24 Hour race (Rolex 24 at Daytona) for the last 27 years because it views racing and timekeeping to be partners and equals.
Rolex has been partnering with the best of the best to help bolster its name as the best of the best when it comes to watches. When you see the champion winner of the Daytona and Le Mans sporting a new Rolex Daytona as an added trophy, it shows the connection and says both are the top of their fields. Rolex uses impressive people, winning athletes, artists, and other great notables, to speak for the brand and showcase just how great it is. This partnering is more than just a grab for publicity, “…but for the inspiring access it affords them to frankly insane people who exist in a different reality than the rest of us. You need to operate in that space if you want to be the best in the world regardless of discipline.” Rolex has been doing this well and it has made them up their game and maintain their greatness through the years when they could have stayed steady with their traditional line of tried and true watches. So it seems that their support of racing and being the official timepiece makes complete sense. They genuinely believe that the pursuit of speed is as important as accurate timekeeping.