Mastering Time: Rolex’s Legacy in Motorsport

As engines roared to life at the 2025 Rolex 24 At DAYTONA, the thunderous sound not only marked the beginning of motorsport’s most gruelling race, but also another defining chapter in Rolex’s longstanding commitment to endurance racing. The 63rd edition of this iconic event at Daytona International Speedway saw the #7 Porsche Penske Motorsport, Porsche 963 defend its title, securing Porsche’s 20th overall victory in spectacular fashion.

“Drivers, start your engines,” declared Grand Marshal Jamie Chadwick – a Rolex Testimonee, one of the world’s most decorated female racing drivers, and the first woman to assume this prestigious role. Reflecting on the event’s intensity, she said: “I’ve followed the Rolex 24 for many years, so to witness the race firsthand as Grand Marshal is something I’ll remember forever. It has been impressive to see how tough this race is, from the challenging circuit to the steep banking and the many hours of darkness. I’d love to return as a competitor, and to have a chance of winning a Daytona watch as a Rolex Testimonee would be the ultimate prize – one that is truly earned.”

Rolex’s link with the legendary race dates back to the 1960s, and was formalised in 1992 when it became the Title Sponsor of the event. Today, winners receive a specially engraved Oyster Perpetual Cosmograph Daytona in Victory Lane, the ultimate symbol of triumph at Daytona International Speedway®.

This year’s grid saw 61 teams take on the punishing demands of 24-hour racing. Through bone-chilling night winds, relentless mechanical strain and round-robin driver swaps, adaptability and grit were key. Matching the winning team with 781 laps around the 5.73km tri-oval circuit, the #60 Acura Meyer Shank Racing claimed second place, followed closely by the #6 Porsche Penske Motorsport, Porsche 963 entry.

From France to Florida: Le Mans and beyond

Rolex’s bond with motorsport began in the 1930s, when British racing icon Sir Malcolm Campbell broke land speed records while wearing a Rolex Oyster, subjecting it to the same unforgiving conditions as his car, Blue Bird. This early partnership laid the foundation for the Swiss Manufacture’s enduring support of motorsport’s most prominent figures and events.

Foremost among them is the 24 Hours of Le Mans, the world’s oldest and most revered endurance race held at Circuit de la Sarthe. Since 2001, Rolex has been the Exclusive Major Partner and Official Timepiece of the French classic. The 101st edition in 2024 delivered one of the most competitive races in recent memory. The #50 Ferrari AF Corse 499P clinched victory, edging out top contenders from Toyota and Porsche in a field that showcased the very best of modern endurance racing.

Le Mans also leads the charge in innovation, with pioneering initiatives such as MissionH24 that aims to introduce hydrogen-powered cars to the grid, aligning with the race’s long term commitment to zero-emission mobility. Ahead of the main event last year, fans enjoyed a world-first preview of H2 category hydrogen prototype vehicles, which showcased groundbreaking technology poised to redefine endurance racing’s future. Organiser and Rolex partner, the Automobile Club de l’Ouest (ACO), has already embraced sustainable biofuels and is on track to achieve carbon neutrality by 2030 – a vision that echoes Rolex’s own pursuit of mechanical excellence through precision, innovation, and responsibility.

Read More: The Rolex Land-Dweller Turns Rumour to Revelation

Completing what auto enthusiasts refer to as the triple crown of endurance racing, the 12 Hours of Sebring in Florida adds another layer to Rolex’s motorsport involvement. Since 1952, Sebring’s cracked concrete runways have tested suspensions and sanity in equal measure. As the event’s Official Timepiece, Rolex upholds its tradition of rewarding performance under pressure. Many Le Mans-bound teams head to Sebring every March, braving its punishing surface to fine-tune their machinery for the season’s longer hauls.

Rolex is also the Official Timepiece of the FIA World Endurance Championship (WEC), a worldwide circuit of races that mirrors the diversity and complexity of contemporary motorsport. From Qatar to Fuji, the championship challenges teams with varying climates, surfaces, and tactical demands. The series is also a vital testing ground for emerging technologies, such as hybrid propulsion and energy recovery systems, areas where Rolex’s focus on innovation aligns naturally.

Jenson Button, Rolex Testimonee and 2009 FIA Formula 1® Drivers’ World Champion, who joined the WEC ranks this year after debuting last season: “I’ve learnt so much and I find it incredibly rewarding that at 45 years old, I am still learning and improving as a driver. Working with teammates has also taught me a lot about compromise; as drivers we are naturally selfish, a characteristic which does not prevail in the WEC. I am very much looking forward to this season and I feel we have the potential to fight at the front and win races.”

Celebrating Motorsport Heritage

While Rolex supports motorsport’s future, it also safeguards its past. Nowhere is that commitment more evident than at the Goodwood Revival, the world’s most acclaimed celebration of classic motor racing. Held every September in West Sussex, England, the event sees fans and race legends relive the golden era of motorsport, complete with vintage cars, period attire, and the sound of carburetted engines echoing through the English countryside.

Read More: How Rolex Helps To Keep the Golden Era of Motor Racing Alive

In 2024, Rolex marked 20 years as the Official Timekeeper of the Revival. Rolex Testimonee and legendary three-time FIA Formula 1® Drivers’ World Champion, Sir Jackie Stewart, honoured the occasion by unveiling the original Tyrrell Shed – the birthplace of his 1971 and 1973 championship-winning machines. Following meticulous restoration, the shed was moved to the Goodwood Motor Circuit to preserve the lasting legacy of British racing innovation. The event also set a world-first by running every race on sustainable fuel, proving that heritage and innovation can coexist harmoniously.

Across the Atlantic, the tradition of honouring motorsport’s past is echoed every August at Monterey Car Week in California, where Rolex has played an integral role for over 25 years. Celebrating half a century of historic racing at WeatherTech Raceway Laguna Seca, the Rolex Monterey Motorsports Reunion features over 400 meticulously restored cars in spirited competition. Button, who raced his striking 1952 Jaguar C-Type here, added: “I love this event; it’s electric. It was extra special to drive my C-Type here at an event so closely linked to Rolex, and to race alongside so many different works of art. There is so much history in this sport, and the Reunion showcases the vastness of motorsport in a way that the next generation can appreciate.”

Additionally, the Pebble Beach Concours d’Elegance® and the Rolex-supported Pebble Beach Tour d’Elegance® boast an incredible display of automotive elegance. Winning Best of Show at the 2024 event was a 1934 Bugatti Type 59 Sports, marking the first time a preservation-class vehicle claimed top spot. Car owner Fritz Burkard reflected on his specially engraved prize: “What is most beautiful about this moment is that, for the first time, someone from Switzerland has won the Concours and to win a Swiss watch makes it extra special – the Rolex 1908 is exquisite.”

A Legacy of Progress and Innovation

It’s undeniable that Rolex and motorsport are bound by a shared pursuit of performance, precision, and the relentless drive to push boundaries. From the legendary Rolex Oyster worn by Sir Malcolm Campbell during his 1930s speed record attempts to the backing of hydrogen-powered prototypes and sustainable fuels today, Rolex has remained at the forefront of mechanical innovation. Yet, beyond engineering prowess, the partnership is equally rooted in emotion: the passion, perseverance, and human triumph that define the spirit of racing.

Read More: Rolex 24 at Daytona 2025 Pushes Limits of Man and Machine

This story was first on WOW #78 Vision 2025 Issue

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