Geneva, 15 January 2025 – On Saturday 25 January at 1.40 p.m. local time, the green flag will wave, and a thunderous symphony of machines will announce the start of this year’s Rolex 24 At DAYTONA. This iconic 24-hour race invites competitors on a journey defined by resilience and the relentless pursuit of excellence. For more than six decades, Rolex has celebrated the determination of drivers and teams, as they push the boundaries of performance at Daytona International Speedway®. In 1992, the Swiss watchmaker formalized its association with the event by becoming Title Sponsor.

As part of this long-term commitment to motor sport, Rolex has supported racing talent through the generations. Next weekend, Rolex Testimonee Jamie Chadwick will serve as Grand Marshal of the twice-around-the-clock contest and deliver the famous “Drivers, start your engines” command. Chadwick, who will be racing in the 2025 European Le Mans Series, says:

President of Daytona International Speedway® Frank Kelleher shares his admiration for the British racing driver as she embarks on her role as Grand Marshal. He says:

In 2025, Rolex deepens its relationship with motor sport and the Rolex 24 At DAYTONA by becoming the Official Timepiece of the International Motor Sports Association (IMSA). Five-time overall winner of the event and IMSA Hall of Fame driver, Scott Pruett shares his sentiments:

The sanctioning body, with the Rolex 24 At DAYTONA as its pinnacle event, is committed to using cutting-edge technologies with wider societal benefits. IMSA’s top class, the Grand Touring Prototype (GTP), is testament to this, delivering innovations that transcend the racetrack.

This year, the competitive spirit of endurance racing is showcased by the return of top manufacturers and teams, marking the persistent progress and groundbreaking developments at the top of this discipline. Having taken the chequered flag at the 2024 Rolex 24 At DAYTONA, the #7 Porsche 963 of Porsche Penske Motorsport is again expected to be a formidable challenger in this highly competitive 61-car field, alongside the #31 Cadillac V-Series.R of Whelen Cadillac Racing, which claimed second place last year.

Rolex’s storied connection with Daytona has flourished since the 1930s. It was almost a century ago that Sir Malcolm Campbell set several World Land Speed Records behind the wheel of Bluebird on Daytona Beach, doing so with a Rolex Oyster on his wrist. This historic partnership laid the foundations for Rolex’s enduring bond with motor sport, embodied by the iconic Oyster Perpetual Cosmograph Daytona – a symbol of precision and performance. True to this tradition, the winners of the 2025 Rolex 24 At DAYTONA will step up to the podium and receive a specially engraved Daytona, honouring their triumph in this test of human endeavour. Discussing the brand’s affinity with the Rolex 24 At DAYTONA, Rolex Testimonee and record nine-time winner of the 24 Hours of Le Mans Tom Kristensen says:

ROLEX AND MOTOR SPORT

Rolex’s close ties with motor sport 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, the brand’s support has grown, extending to the sport’s most esteemed figures, revered endurance championships and leading events. This relationship encompasses the FIA World Endurance Championship (WEC), the International Motor Sports Association (IMSA) 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®, The Quail, A Motorsports Gathering, the Rolex Monterey Motorsports Reunion 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, namely: Tom Kristensen, the record nine-time 24 Hours of Le Mans winner; Mark Webber, the 2015 FIA World Endurance Champion and multiple Grand Prix™ winner; and Jenson Button, the 2009 FIA Formula 1® Drivers’ World Champion who is currently competing in endurance racing. In 2022, Rolex welcomed leading female driver, Indy NXT race winner and three-time W Series champion Jamie Chadwick as a Testimonee.