When the green flag waves at 1:40 p.m. on Saturday, January 24, the 2026 Rolex 24 At Daytona will begin not just another chapter in endurance racing, but a moment of rare historical alignment. This year marks 100 years of the Rolex Oyster and 60 years of the Daytona endurance race’s 24-hour format – two milestones that together define the relationship between precision watchmaking and motorsport at its highest level.
Few luxury brands can claim a bond with racing as deep, authentic, and enduring as Rolex. That connection was forged in 1933, when Sir Malcolm Campbell strapped a Rolex Oyster to his wrist while piloting Bluebird to a then-unthinkable 272 mph on Daytona Beach.
The achievement made headlines around the world and forever linked Rolex with the pursuit of speed, endurance, and mechanical excellence. It was a moment that didn’t just validate the Oyster’s waterproof construction – it established Rolex as a watchmaker built for extreme performance.
Nearly a century later, Daytona remains Rolex’s spiritual home in motorsport. The modern Rolex 24 At Daytona stands as one of racing’s most punishing and prestigious events, demanding absolute precision from both driver and machine over a relentless 24 hours. Time governs every decision: pitstops, fuel strategy, tire management, and driver stints, all measured down to the second beneath the ever-present Rolex clocks that reside across the circuit.
This year’s running, the 64th edition, will feature 60 IMSA sports cars across four categories, including 11 Grand Touring Prototype (GTP) entries from five manufacturers, as the world’s leading teams converge on Florida’s most storied track. Porsche Penske Motorsport enters as the reigning powerhouse, seeking a third consecutive overall victory after claiming its 20th win last year – yet Daytona has never been a place that respects momentum.
The race’s emotional gravity is magnified by the Rolex timepieces that await its winners. For decades, victory at Daytona has been sealed not only with a trophy but with a specially engraved Oyster Perpetual Cosmograph Daytona, one of the most coveted watches in the luxury world. The model itself was born in 1963, created specifically for professional drivers, and has since become a cornerstone of serious watch collecting.
Few figures embody that heritage more fully than Scott Pruett and Hurley Haywood, the most successful drivers in Rolex 24 history, each with five overall wins. Pruett last stood atop the podium in 2013, earning a Daytona engraved for his achievement. He reflected on what it means to race against the clock.
“The Rolex 24 is an iconic event, and the multiple pitstops, driver changes and challenging weather conditions are a true test of human and machine against the clock,” said Pruett. “You feel every moment of time during the race; the difference between winning and losing is often just seconds, with competition tight until the checkered flag. And at the end of it, it’s all about the Rolex watch. It’s a fantastic reward after an incredibly gruelling 24 hours.”
For Rolex Testimonee Jenson Button, who finished third overall in 2024, Daytona remains one of motorsport’s purest tests – even in retirement from professional racing: “The Rolex 24 At Daytona is the perfect way to kick off the endurance racing season. The atmosphere is so pure, with flat-out racing for 24 hours.
“You are pushing the limit the entire time, with speeds up to 200 mph, steep banking, strong G-forces and a short track that encourages lots of overtaking. Every component of these complex cars is maximized and there’s never a moment’s rest. I’m excited to return to Daytona next week and to witness the action as a spectator for a change.”
Rolex’s official partnership with Daytona began in the late 1950s, and in 1992 the race itself was renamed the Rolex 24 At Daytona. Today, Rolex clocks govern endurance racing around the globe, while its watches remain a unique symbol of achievement for those who conquer time at its most unforgiving.
As the Oyster turns 100 and Daytona celebrates six decades of 24-hour competition, the relationship between Rolex and motorsport has never felt more relevant. From Campbell’s windswept runs on Daytona Beach to the carbon-fiber GTP machines of today, Rolex has remained a constant – measuring the passage of time as human ambition continues to chase the impossible.