This unlikely collaboration between Rolex, the prestigious Swiss watchmaker, and Domino’s Pizza, an internationally recognized food chain, is a testament to the unexpected intersections of elegance and everyday life. The Rolex Air-King Domino’s has become a conversation piece and a collector’s item, celebrated for its bold statement and unique branding.
With the Domino’s logo prominently featured on the dial, these watches serve not only as functional watches but also as symbols of achievement and recognition. The three distinct versions of the Domino’s replica Rolex that have been produced, and why these watches continue to captivate collectors worldwide.
Owning a Rolex Air-King Domino’s is more than just a mark of refined taste in horology; it’s a nod to the unexpected blend of luxury with everyday branding.
The Story Behind the Domino’s Pizza Rolex
The story of the Domino’s Pizza Rolex begins in the early 1980s when Domino’s Pizza launched an innovative incentive program to reward its store managers for outstanding sales performance. The idea was simple yet powerful: motivate managers to hit ambitious sales targets by offering them a Rolex watch, customized with the Domino’s logo, as a symbol of their success.
Initially, store managers who achieved $20,000 in weekly sales were eligible to receive a specially designed Rolex watch. The watch featured the bold Domino’s logo on its dial, making it a distinctive blend of two brands known for their excellence. Additionally, each watch was personalized with the manager’s name and the initials “TSM” (a nod to the CEO’s initials) engraved on the caseback, further adding to its exclusivity.
As the promotion gained traction, the sales target was increased to $25,000 per week over four consecutive weeks. This higher goal reflected the growing aspirations within Domino’s and added to the allure of these unique Rolex watches. Over the years, several hundred of these special watches were produced annually, making them rare and highly coveted among collectors.
The Three Versions of the Domino’s Rolex Through the Years
Early 1980s: Bold Domino’s Logo at 6 o’clock
The first version of the Domino’s Rolex featured a large and eye-catching Domino’s logo at the 6 o’clock position on the dial. The bright red and blue logo contrasted sharply against the simple white dial, creating a striking visual statement that immediately highlighted the collaboration.
Early 1990s: Smaller, Refined Box Logo at 6 o’clock
In the early 1990s, the design was refined, with the Domino’s logo reduced in size and encased in a smaller box at the 6 o’clock mark. This version offered a more subtle and sophisticated nod to the partnership, reflecting the evolving tastes of the time while still maintaining the distinct Domino’s branding.
Mid-1990s: Tilted Logo at 6 o’clock
By the mid-1990s, the Domino’s Rolex underwent another design change. This time, the logo was placed at the 6 o’clock position but with a noticeable tilt, adding a dynamic flair to the watch’s appearance. This design introduced a sense of movement and modernity, distinguishing it from the earlier versions.
The Domino’s Rolex as a Collector’s Treasure
In recent years, the market for the Domino’s copy Rolex has seen a significant surge, with these watches fetching impressive prices at auctions. Collectors and watch enthusiasts alike have come to appreciate the uniqueness and rarity of these watches.
In 2020, a Domino’s Rolex sold at Christie’s auction for an impressive $20,000 – a significant leap from its original value of approximately $1,500 a decade earlier. This sharp increase underscores the growing demand and collector interest in these watches.
The trend continued into 2021, with two more Domino’s Rolex watches being auctioned. One sold for $17,500, while another reached a price of $22,000, further cementing the watch’s status as a desirable collectible.
Tudor: Continuing the Co-Branding Legacy
While fake Rolex has since discontinued its co-branding ventures, its sister brand Tudor has embraced the trend. Tudor has partnered with various personalities and organizations to create limited-edition watches that resonate with a broader audience while upholding the brand’s reputation for quality.
Tudor collaborated with British singer-songwriter Ed Sheeran to release a special edition watch and partnered with David Beckham’s Inter Miami CF soccer team to create a unique watch. These collaborations have allowed Tudor to explore new markets and attract a diverse clientele, all while continuing the legacy of creative partnerships in watchmaking.