Rolex set to remain as the Rolex 24 title sponsor having supported DAYTONA since the 1950s
DAYTONA BEACH, Fla. (Jan. 22, 2026) – Daytona International Speedway announced today that the track will enter a long-term extension with Rolex to remain as the Rolex 24 Title Sponsor and Official Timepiece of the Rolex 24.
“We are honored to be extending our partnership with Rolex, a company that has been dedicated to DAYTONA and racing for decades,” said Daytona International Speedway President Frank Kelleher. “The Rolex 24 has become one of the most celebrated races and this event continues to showcase top-skilled drivers and teams while the legendary Rolex countdown clock keeps time on the contest.”
DAYTONA’s partnership with Rolex has continued to grow since the 1950’s, with the Swiss watchmaker becoming the Title Sponsor of the famed twice-around-the-clock race in 1992, having supported the event through every era and evolution and into the future.
This year celebrates the 100th anniversary of the iconic Rolex Oyster, a watch that made motoring history along Daytona Beach. Just a few years after its inception, Sir Malcolm Campbell sported the Oyster while driving his car Bluebird to a record-breaking speed of 272mph on the beach just down the road from DAYTONA. This moment originated the long-standing commitment between Rolex and motor racing and inspired the making of the Oyster Perpetual Cosmograph Daytona in 1963.
Luca Bernasconi, President & CEO, Rolex Watch U.S.A., said: “Rolex is delighted to continue its long-standing association with the Rolex 24 At DAYTONA, a race that embodies resilience, precision and dedication on the journey to achievement. This partnership reflects our deep connection to the event and endurance racing more widely, with DAYTONA standing as both a famed racing venue and the spiritual home of Rolex’s nearly century-long involvement in motorsport.”
In this race against time, Rolex will continue to carry on the tradition of marking defining moments and milestones at the racetrack. While the company’s clocks are showcased at endurance races around the world, Rolex has formed a legacy at DAYTONA.
The Rolex 24 has become one of the most prestigious competitions in racing, alongside the 24 Hours of Le Mans. Some of the greatest drivers push the boundaries of machines from sunrise to sunset at these formidable circuits.
Race winners at the 24-hour endurance race will receive a specially engraved Daytona timepiece. The prestigious watch represents not only the skill, power and drive it takes to compete in the daunting race, but the dedication Rolex has to DAYTONA as an enduring partner of the Rolex 24.
Record five-time overall winner of the Rolex 24 At DAYTONA and Rolex Testimonee, Scott Pruett said: “Each race at Daytona is unique, and to simply reach the checkered flag is a great achievement. Every driver dreams of earning the cherished Rolex Daytona timepiece with “winner” engraved on the back – it’s all about the watch.”
Guests can experience 24 hours of intense on-track battles during the historic Rolex 24 At DAYTONA, starting on Saturday, Jan. 24, at 1:40 p.m. ET and continuing through the wave of the checkered flag on Sunday, Jan. 25.
Fans can get up close and personal to the cars, teams and drivers as admission includes garage access for all four days of IMSA action. Tickets are available for the 2026 Rolex 24 At DAYTONA at www.daytonainternationalspeedway.com or by calling 1-800-PITSHOP.
About Daytona International Speedway
Daytona International Speedway is a state-of-the-art motorsports facility and was awarded the SportsBusiness Journal’s prestigious Sports Business Award for Sports Facility of the Year in 2016. Daytona International Speedway is the home of The Great American Race – the DAYTONA 500. Though the season-opening NASCAR Cup Series event garners most of the attention – as well as the largest audience in motorsports – the approximately 500-acre motorsports complex, also known as the World Center of Racing, boasts the most diverse schedule of racing on the globe. Some of the exciting racing events include January’s Rolex 24 At DAYTONA and Roar Before The Rolex 24, February’s DAYTONA 500 and Speedweeks Presented by AdventHealth, March’s Bike Week At DAYTONA featuring DAYTONA Supercross and the DAYTONA 200, the August Coke Zero Sugar 400 weekend, and much more. The Speedway grounds are also used extensively for other events that include concerts such as Welcome to Rockville, sporting events including CLASH DAYTONA, civic and social gatherings, car shows, photo shoots, production vehicle testing and police motorcycle training.
About ROLEX
AN UNRIVALLED REPUTATION FOR QUALITY AND EXPERTISE
Rolex is an integrated and independent Swiss watch manufacture. Headquartered in Geneva, the brand is recognized the world over for its expertise and the quality of its products – symbols of excellence, elegance and prestige. The movements of its Oyster Perpetual and Perpetual watches are certified by COSC, then tested in-house for their precision, performance and reliability. The Superlative Chronometer certification, symbolized by the green seal, confirms that each watch has successfully undergone tests conducted by Rolex in its own laboratories according to its own criteria. These are periodically validated by an independent external organization.
The word ‘Perpetual’ is inscribed on every Rolex Oyster watch. But more than just a word on a dial, it is a philosophy that embodies the company’s vision and values. Hans Wilsdorf, the founder of the company, instilled a notion of perpetual excellence that would drive the company forward. This led Rolex to pioneer the development of the wristwatch and numerous major watchmaking innovations, such as the Oyster, the first waterproof wristwatch, launched in 1926, and the Perpetual rotor self-winding mechanism, invented in 1931. In the course of its history, Rolex has registered over 600 patents. At its four sites in Switzerland, the brand designs, develops and produces the majority of its watch components. A fifth site, also in Switzerland, is under construction and is expected to open in 2029. Rolex carries out its own manufacturing operations, from casting the gold alloys to machining, crafting, assembling and finishing the movement, case, dial and bracelet. Furthermore, the brand is actively involved in supporting the arts and culture, sport and exploration, as well as those who are devising solutions to preserve the planet.
