Articles and News

New York, NY--Domino's Rolex watches have seen their value increase tenfold in recent years, leading to a resurgence in the desirability of branded timepieces. 

[Image via Creative Commons]

According to a GQ report, Rowing Blazers founder Jack Carlson and watch dealer Eric Wind, both nostalgic for their college days, took an interest in Rolex Air Kings and Oyster Perpetuals adorned with the Domino's logo. This newfound enthusiasm had a ripple effect on the collecting community.

Domino's partnered with Rolex in the early '80s, offering high-earning store managers a watch with the pizza chain's logo as an incentive to reach sales goals. Several hundred were produced each year. Rolex also partnered with corporations such as Winn Dixie, Coca-Cola, and Honda.

According to GQ, many watch collectors looked down on Domino's Rolex, but Carlson and Wind saw potential. They began to purchase Domino's Air-Kings when the value was still low and later featured them in Rowing Blazers campaigns. This helped to drive up the value of the watches, which have recently sold at auction for between $17,500 and $22,000.

The branded watch concept is being reinvented, with Tudor, Rolex's sister brand, offering similar partnerships. Ed Sheeran collaborated with Tudor in 2019, and streetwear brands Bait and Undefeated have released friends-and-family Tudor watches. Rowing Blazers recently introduced its branded Tudor watch with a neon-pink logo.

The resurgence of branded watches reflects changing trends in the watch world, including the growing influence of streetwear, exclusivity, and a shift in attitude towards personalized timepieces.

Learn more in the report published by GQ.