The Infamous Domino’s Rolex

Image from Christies

No, that’s not a fake Rolex. It’s also not third-party customization. That is a 100% real Domino’s Rolex. It’s not common now, but Rolex used to make a lot of custom dials with company logos, military insignias, club logos, and oddly enough Middle Eastern rulers’ signatures. Most of these watches are from the 1950s to the 1980s, and Rolex doesn’t make these custom dials anymore. But back then, not only did Rolex allow this, it actually advertised corporate-branded Rolexes as a good award for loyal employees. Which is exactly what the Domino’s Rolex is.

But how did this come up? Rolex making military branded dials and dials with Comex or Tiffany & Co.’s logo makes sense. These other organizations have values that align with Rolex. The military requires tough functional tools that Rolex could supply. Comex is a company that specializes in engineering and deep diving operations, and Rolex’s most famous watch arguably is a dive watch. Tiffany & Co. is one of, if not the highest quality jewelry brand on the planet, watches are a form of jewelry, and Rolex strives for perfection. But Domino’s?! Cheap easy fast pizza. Rolex is in almost no way in a value alignment with a fast food chain. Except one, success. Rolex celebrates top performers in various fields, and that’s what the Domino’s Rolex is. A gift to top performers.

In his autobiography, CEO and Founder of Domino’s Tom Monaghan wrote “I wore a Bulova with our Domino’s logo on its face. A franchisee asked what he had to do to get that watch from me, and I told him, ‘Turn in a twenty-thousand-dollar sales week.’ He did it.” This inspired Monaghan and birthed what was coined the Rolex challenge. It was the ultimate incentive and very aligned with Rolex’s drive for perpetual excellence. Any manager who got his franchise to turn $20,000 a week in sales got a Rolex Air King with a Domino’s logo on the dial. Now the goal has been raised to $25,000 a week in sales, and the Domino’s logo has been moved off the dial and to the bracelet, but the spirit of the challenge remains the same. Perform at a high level of excellence and you will get a gift that embodies that same commitment to success.

Image from Christies

This watch has also recently become sort of a cult Rolex. It’s relatively inexpensive as far as Rolex goes at between 2–5k, but it has something fun and different that you seldom see on a luxury item. Something about the juxtaposition of the Rolex crown sharing space with the Domino’s logo is just fun and awesome. It takes what could be seen as a stuffy opulent object and makes it light hearted and whimsical, like a grown up Mickey Mouse watch. Wearing one of these is an instant conversation starter and simultaneously shows others that you’re successful but you don’t take yourself too seriously.

A couple of examples currently on the market for purchase.

Pre Owned Ladies Rolex Oyster Perpetual 67230

Model Name/Number: Oyster Perpetual 67230 Serial/Year: W – 1995 Gender: Ladies Movement: Automatic winding system, scratch-resistant sapphire crystal, waterproof screw-down crown Case: Stainless steel w/ engine turned bezel (24mm) Dial: Silver Index w/ Domino’s logo Bracelet: Stainless steel Jubilee w/ Fliplock clasp Box & Papers: Rolex box and papers Comments: This pre owned Rolex Oyster Perpetual comes with Bob’s

Rolex Air King Precision Dominos Logo dial c. 1982-83 for $5,350 for sale from a Trusted Seller on Chrono24

5,350 Buyer Protection guaranteed Condition: Pre-owned Scope of delivery: Original papers, no original box Availability: Available now Expected delivery: Aug 21, 2019 – Aug 29, 2019 Trusted Checkout: Keeping your purchase safe and secure Trusted Checkout: Keeping your purchase safe and secure. Trusted Seller since 2015 Want to sell a similar watch?

Rolex 1400 for $3,950 for sale from a Private Seller on Chrono24

Rolex Air King Listing: $3,950 Rolex 1400, Reference number Dominos Pizza Rolex Air King; Steel; Automatic; Condition Very good; Year 1992

Rolex Domino’s Air King for $4,703 for sale from a Seller on Chrono24

Rolex Air King Listing: $4,703 Rolex Domino’s Air King, Reference number 114200; Steel; Automatic; Condition New; Watch with original papers; Location:


Published by David Klint

Husband, Dad, writer, and watch enthusiast.

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