A Taste of Triumph
Exploring the Domino’s Rolex Co-Branding Legacy
When it comes to the world of Rolex collecting, co-branded Rolexes have garnered a significant amount of attention. While names like Cartier and Tiffany are often associated with such collaborations, there is one co-branding that stands out for its uniqueness and authenticity – Domino’s. In an unexpected twist, the iconic pizza chain Domino’s has been involved in a co-branding endeavor with Rolex, creating watches that hold a distinct place in the hearts of collectors.
The Origins of Domino’s Co-Branding
The story behind Domino’s co-branding with Rolex is both intriguing and unusual. Tom Monaghan, the founder of Domino’s Pizza, once sported a Bulova watch with the Domino’s branding on its dial. The genesis of the collaboration began when one of his franchisees expressed his desire to possess a similar timepiece. Monaghan’s response was a challenge: sell $ 20,000 worth of pizza in a week, and the coveted watch would be theirs.
From Seiko to Rolex: Evolution of the Tradition
Initially, the tradition of awarding watches for achieving sales targets started with Seiko watches. However, it didn’t take long for it to escalate to the prestigious Rolex watches. This practice was particularly prevalent during the 70s and 80s, when Rolex timepieces were relatively more accessible than they are today. The Rolex watches awarded to employees of Domino’s as a symbol of their achievements held a special place in their hearts.
Transition and Transformation
The original Domino’s Rolexes were primarily Air King models, featuring the Domino’s logo on the dial and an engraving on the back. Over the years, this co-branding has undergone several evolutions. The logo has been presented in various color schemes, including black and white and with or without Domino’s lettering beneath it. While these variations might spark debates among collectors, they are undeniably sought after due to their rarity compared to standard production Rolexes.
As Rolex’s collection and production processes evolved, so did the co-branding collaboration with Domino’s. The logo’s placement shifted from the dial to the bracelet. This transition was partly due to the discontinuation of the Air King line in 2014 and the introduction of the Oyster Perpetual collection. The 116000 model marked a turning point, as the Domino’s co-branding became a permanent feature within the Oyster Perpetual line.
Fast forward to 2020, and the collaboration between Domino’s and Rolex still continues. The introduction of the 126000 model solidified this partnership within the Oyster Perpetual line. At first glance, the watch appears to be a regular Oyster Perpetual 36, complete with double baton hands and the caliber 3235 movement. However, a subtle bracelet link bearing the Domino’s logo and an engraving on the back reveal its unique identity.
A Symbol of Hard Work
The enduring connection between the Domino’s Rolex and the notion of success through hard work is a testament to the co-branding’s significance. Today, any Domino’s franchisee who achieves the set sales target is entitled to receive this special watch. In a world where Rolexes have become investments and are often out of reach for many, the Domino’s collaboration remains attainable and carries with it a sense of accomplishment.
The Future of Collectability
As time goes on, these modern Domino’s Rolexes are likely to become increasingly collectible. With their distinct history and connection to a well-known brand, these watches are poised to hold a special place in the world of watch collecting. In a landscape where vintage Rolex models are highly prized, these contemporary co-branded timepieces offer a unique and accessible avenue for collectors to own a piece of history.
The tale of Domino’s co-branded Rolexes is a fascinating journey that highlights the unexpected connections between iconic brands. While Rolex watches are often associated with luxury and exclusivity, the collaboration with Domino’s adds a layer of relatability and attainability. This partnership is proof of the enduring power of hard work and achievement. In a world where aspirations are often symbolized by high-end possessions, the Domino’s Rolex remains a down-to-earth yet highly prized emblem of success.
About CHRONEXT
Founded in 2013, CHRONEXT has created an innovative digital platform for the buying and selling of Certified Pre-Owned and Vintage watches. Combining the ease of access and convenience of a website with the first-class service of a boutique, CHRONEXT provides support at all stages of acquiring and owning a luxury watch. Watchmakers inspect each watch through a 17-step authenticity and quality control process and issue a 24-month CHRONEXT guarantee.
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