Geneva, 14 January 2026 – When the Rolex clock strikes 1.40 p.m. on Saturday 24 January, drivers and their machines will set out on a journey like no other for the 2026 Rolex 24 At DAYTONA. Across 24 hours, they will take on one of motor sport’s greatest tests, in which timing is everything. This year carries particular significance as Rolex celebrates the 100th anniversary of the Oyster, a watch that made motoring history just a short distance from Daytona International Speedway®. In 1933, this iconic timepiece adorned the wrist of Sir Malcolm Campbell as he drove his car Bluebird to a record-breaking speed of 272 mph (438 km/h) on Daytona Beach. It was this pioneering moment that laid the foundations for the Swiss watchmaker’s enduring commitment to motor sport and Daytona, the birthplace of speed.

Almost a century on, Rolex’s support of racing at Daytona has deepened further, with the ever-present 24-hour countdown clock keeping time for competitors as they navigate each lap, through day and night at the Rolex 24 At DAYTONA. From the seconds that shape pit stops to the driver stints and changes, time is the invisible force that lies at the heart of every decision taken and every move made. It is a driver’s constant companion, their fiercest rival and the definition of their achievement. Having competed at the event in 2024 and finished third overall, Rolex Testimonee Jenson Button who recently retired from professional racing says:

The world’s leading manufacturers will return to the track next week for the race’s 64th edition. The grid will feature 60 cars across four categories, including 11 Grand Touring Prototype (GTP) entries from five manufacturers. Competing in a variety of classes, some of motor sport’s most famous names will battle the elements and their own limits. Porsche Penske Motorsport remains a top contender as the team aims for its third consecutive title after taking its 20th overall victory last year.

With five overall wins each, American legends and members of the Rolex family Hurley Haywood and Scott Pruett are the most successful drivers in the history of the Rolex 24 At DAYTONA. Pruett last graced the top of the podium in 2013 and was awarded a specially engraved Oyster Perpetual Cosmograph Daytona in recognition of his accomplishment. Reflecting on the importance of timing, Pruett says:

Rolex’s partnership with Daytona International Speedway® began in the late 1950s. This year marks the 60th anniversary since the race transitioned from its original shorter format into the 24-hour contest it is today. The relationship with the Swiss watchmaker has flourished during this time. The Oyster Perpetual Cosmograph Daytona was born in 1963, and the brand’s support was officially reflected in the naming of the Rolex 24 At DAYTONA in 1992. Today the company’s clocks keep time at endurance races across the globe, and its watches continue to be worn by drivers who push the boundaries of what is possible behind the wheel. Keeping with tradition, the winning drivers at the 2026 Rolex 24 At DAYTONA will receive their own specially engraved Daytona in recognition of the skill and resilience required to conquer time. A timepiece forever sharing its name with the speedway and one born to race since the very beginning.

ROLEX AND MOTOR SPORT

Rolex celebrates human achievement, recognizing the journey marked by milestones and emotions that culminates in defining moments – determined by a path followed, not just a trophy. In motor sport this association started in the 1930s when Sir Malcolm Campbell set World Land Speed Records on Daytona Beach with a Rolex on his wrist. Since then, the Swiss watchmaker's support has grown, extending to the sport’s most esteemed figures, revered endurance championships and other leading events. This relationship encompasses the FIA World Endurance Championship (WEC), the IMSA WeatherTech Sportscar Championship and the contests that together form the Triple Crown of Endurance Racing – the Rolex 24 At DAYTONA, the 12 Hours of Sebring and the 24 Hours of Le Mans. For almost three decades, Rolex has also supported classic automotive events steeped in elegance, beauty and tradition, including the Pebble Beach Concours d’Elegance® and the Goodwood Revival. Rolex welcomed motor sport legend Sir Jackie Stewart into its family of Testimonees in 1968 and he has since been joined by fellow high achievers: Tom Kristensen, the record nine-time winner of the 24 Hours of Le Mans; Mark Webber, the 2015 FIA World Endurance Champion and multiple Grand Prix™ winner; Jenson Button, the 2009 FIA Formula 1® Drivers’ World Champion who competed in the WEC in 2024 and 2025; Jamie Chadwick, who continues to break down barriers across the world of motor sport; and Nyck de Vries, a leading figure in the WEC.