Occasionally, horology enthusiasts come across truly unique timepieces that defy conventions and capture the imagination. One such extraordinary watch is the Domino’s Rolex Air-King, a remarkable fusion of high-end luxury and fast-food branding.
This unconventional collaboration between Rolex, the renowned Swiss watchmaker, and Domino’s Pizza, the popular international chain, has created a captivating blend of elegance and novelty. The Domino’s Rolex Air-King is an intriguing example of high-low branding that has caught the attention of collectors and watch enthusiasts worldwide.
With the Domino’s logo proudly displayed on the dial, these timepieces serve as a bold statement and a symbol of recognition. In this article, we will delve into the intriguing backstory of how the Domino’s logo ended up on a Rolex, explore the three distinct types of Domino’s Rolex watches created over the years, and discuss why it continues to gain interest among collectors.
Owning a Domino’s Rolex Air-King is not only a display of refined taste in horology but also a flex that combines luxury with an unexpected twist.
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The Backstory of the Domino’s Pizza Rolex
In the early 1980s, Domino’s Pizza established a unique partnership with Rolex to motivate and reward their store managers for achieving ambitious sales goals. The collaboration aimed to inspire and recognize the hard work of these managers by offering them a prestigious Rolex timepiece. This initiative provided an added incentive for the managers to strive for excellence in driving sales and exceeding performance targets.
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Originally, reaching a weekly sales figure of $20,000 earned the store managers the opportunity to receive a specially customized Rolex watch. These watches featured the bold Domino’s logo prominently displayed on the dial, creating a distinct visual representation of the collaboration between the two renowned brands. Additionally, the watches were personalized by engraving the recipients’ names and the initials “TSM” (representing the CEO’s initials) on the caseback, adding a further touch of exclusivity and personalization.
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As the partnership progressed, Domino’s Pizza raised the sales goal to four consecutive weeks of achieving $25,000 per week in sales. This adjustment reflected the increasing success of the promotion and the growing aspirations of the managers. With each successful accomplishment of this sales milestone, the store managers would be eligible to receive one of these coveted Rolex watches.
To meet the demand, several hundred of these specially designed Domino’s Rolex timepieces were produced annually. However, due to the exclusive nature of the collaboration and the limited number of watches made, these timepieces became highly sought-after collector’s items.
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The Three Types of Domino’s Rolex Made Through the Years
First Iteration: Big, Simplistic Logo at 6 o’clock
The initial iteration of the Domino’s Rolex featured a bold and simplistic Domino’s logo positioned at the 6 o’clock mark on the dial. The logo was prominently displayed and served as the centerpiece of the watch, drawing attention to the collaboration between Domino’s Pizza and Rolex. This version showcased a clean and straightforward design, allowing the iconic Domino’s branding to take center stage with the bright red and blue standing in contrast to the simple white dial.
Early 1990s: Smaller Box Logo at 6 o’clock
In the early 1990s, the design of the Domino’s Rolex underwent a subtle modification. The second iteration featured a smaller and more refined box logo of Domino’s Pizza positioned at the 6 o’clock mark on the dial. This updated logo design created a more sophisticated and subtle visual representation of the collaboration. The change in size and design of the logo reflected the evolving aesthetic preferences of the time, while still retaining the essence of the Domino’s branding.
Mid-1990s: Tilted Logo at 6 o’clock
The mid-1990s saw another notable transformation in the design of the Domino’s Rolex. In this iteration, the Domino’s logo was positioned at the 6 o’clock mark, but with a distinctive tilt. This unique placement added a touch of dynamic flair to the watch’s design, setting it apart from the previous versions. The tilted logo created a sense of movement and energy, giving the timepiece a modern and contemporary aesthetic.
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The Domino’s Rolex as a Collector’s Piece
The performance of the Domino’s Rolex at auctions has seen a notable increase in value and demand in recent years. These unique timepieces have captured the attention of collectors and enthusiasts, leading to impressive results on the auction block.
In 2020, Christie’s auction house sold a Domino’s Rolex for an impressive $20,000. This sale showcased the growing appreciation for these watches, considering their original values were around $1,500 a decade prior. The significant increase in value demonstrates the desirability of these limited-edition timepieces.
Continuing into 2021, the upward trend in auction prices for the Domino’s Rolex persisted. Two examples of these watches were sold at auction, with prices reflecting their collectible status. One watch fetched a price of $17,500, while another achieved an even higher price of $22,000. These strong auction results further solidify the Domino’s Rolex as sought-after pieces within the watch collecting community.
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Sibling Brand Tudor has picked up on the co-branding trend
While Rolex has discontinued co-branding ventures, Tudor, its sibling brand, has embraced this trend. Tudor has collaborated with various personalities and organizations to create limited-edition timepieces that reflect their shared values.
Including the logo of your soccer team https://t.co/7gJtRPDmjD
— GQ Magazine (@GQMagazine) March 13, 2021
For example, Tudor collaborated with British singer-songwriter Ed Sheeran to release a special edition watch, and they partnered with David Beckham’s Inter Miami CF soccer team to create a unique Tudor timepiece. These collaborations have allowed Tudor to tap into new markets and attract a wider audience while maintaining their reputation for high-quality watches.
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Rolex Air-King Domino’s – Final Thoughts
The Domino’s Rolex Air-King represents a captivating collaboration that merges luxury with fast-food branding. The three iterations of the watch, featuring different logo designs at 6 o’clock, showcase the evolution of this unique partnership.
With auction prices exceeding their original values, these limited-edition timepieces have become highly sought-after collector’s items. Reputable retailers like SwissWatchExpo offer a platform to explore and acquire these exclusive watches.
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