Rolex, IMSA finalize long-term partnership

Expanding upon a North American sports car endurance racing legacy that stretches back to the earliest days of the sport, Rolex has been named as the new Official Timepiece of IMSA as part of a long-term partnership beginning in 2025.

This longstanding alliance with motorsport dates back to the 1930s when Sir Malcolm Campbell wore an Oyster during his remarkable achievements at Daytona Beach, where he set five World Land Speed Records.

Almost a century later, Rolex recognizes the dedication and quest for excellence throughout endurance racing, with the Rolex 24 At Daytona – the flagship race of the IMSA WeatherTech SportsCar Championship – marking the start of the Swiss watchmaker’s international motorsport season each year.

Having supported racing at Daytona International Speedway since its inception in 1959, Rolex became the Title Sponsor of the Rolex 24 At Daytona in 1992, championing the engineering and human endeavour at the heart of this 24-hour race.

John Doonan, IMSA President: “Rolex is synonymous with innovation, performance and precision – attributes that make it a perfect choice to become the ‘Official Timepiece of IMSA’. Our brands have been linked for decades, primarily through Rolex’s longstanding support of our flagship Rolex 24 At Daytona as title sponsor, and we are honored that Rolex is expanding its partnership across the entire IMSA season. The Rolex Daytona presented annually to Rolex 24-winning drivers is one of the most highly sought-after prizes in all of motorsport, and we have no doubt that from 2025, competition for the timepieces awarded to our WeatherTech Championship class champions also will be fierce.”

Arnaud Boetsch, Director of Communication & Image at Rolex: “Rolex is delighted to partner with IMSA, further illustrating our historic connection with motorsport, founded in Daytona almost a century ago. This partnership is a natural extension of the brand’s longstanding relationship with the Rolex 24 At Daytona, an ultimate race against time. Alongside IMSA, Rolex supports the development, growth and sustainability initiatives of the sport, teams and machines.”

Rolex’s close ties with motorsport date back to Sir Malcolm Campbell’s World Land Speed Record successes in the 1930s, when he became the first driver to break the 300 mph barrier (483 km/h) at the wheel of his car, Bluebird. Since then, Rolex’s presence in motor racing has grown steadily, its support extending to revered endurance events such as the Rolex 24 At Daytona, the 24 Hours of Le Mans and the FIA World Endurance Championship. Rolex supports the high achievers from the world of motorsport: Sir Jackie Stewart, the three-time FIA Formula 1® Drivers’ World Champion who became a Testimonee in 1968; Tom Kristensen, the record nine-time 24 Hours of Le Mans winner; Mark Webber, 2015 FIA World Endurance Champion and multiple Formula 1® race winner and Jenson Button, the modern-day FIA World Endurance Championship competitor and 2009 FIA Formula 1® Drivers’ World Champion. Most recently, Jamie Chadwick, current Indy NXT driver, three-time W Series Champion and the sport’s most exciting female talent, became part of the Rolex family. The brand also has a global appreciation for classic automotive events steeped in elegance, beauty and tradition, including the Pebble Beach Concours d’Elegance®, The Quail, A Motorsports Gathering, the Rolex Monterey Motorsports Reunion and the Goodwood Revival.

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