Rolex’s relationship with Daytona is woven into the very fabric of motor sport history. It began in the early 1930s on the hard-packed sands of Daytona Beach, where speed pioneers pursued records at the limits of human and mechanical endurance. Among them was Sir Malcolm Campbell, the “King of Speed”, who wore a Rolex Oyster while setting World Land Speed Records in his legendary Bluebird. His achievements marked the start of a bond between Rolex and the pursuit of speed — one defined by precision, resilience and innovation.

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That legacy evolved in 1959 with the opening of Daytona International Speedway, where sand gave way to tarmac and endurance racing took centre stage. Several years later, Rolex introduced the Oyster Perpetual Cosmograph Daytona, a chronograph designed specifically for the demands of racing drivers. In 1992, the Swiss watchmaker formally cemented its commitment by becoming Title Sponsor of the Rolex 24 at Daytona. Today, victory at this twice-around-the-clock contest is rewarded not only with sporting glory, but with a specially engraved Daytona — a symbol coveted by drivers across every discipline.

The 2026 Rolex 24 at Daytona, which took place from 24 to 25 January, once again signals the start of the international motor racing season supported by Rolex. It also continues a tradition that celebrates human achievement beyond the trophy, honouring the journey as much as the result.

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Among the figures shaping the modern era of endurance racing is Jamie Chadwick, a pioneer for women in motor sport and a Rolex Testimonee since 2022. In January 2025, Chadwick served as Grand Marshal at the Rolex 24 at Daytona, becoming the first woman in recent history to hold the honour. That same year, she made her debut in the European Le Mans Series and competed for the first time at the 24 Hours of Le Mans, further cementing her place on the global endurance stage.

Reflecting on Rolex’s long-standing ties to the race, Chadwick 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.”

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She adds that experiencing the event first-hand was deeply meaningful: “Being one of the first female Grand Marshals is particularly special. It gives extra visibility for women in the sport and highlights the positive direction motor racing is going in.”

Nearly a century after Sir Malcolm Campbell first raced against the clock at Daytona, Rolex continues to stand as a constant witness to endurance, excellence and progress—measured not just in seconds, but in legacy.

All photos courtesy of Rolex.