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Portuguese soccer star Cristiano Ronaldo is the owner of the most expensive Rolex to be made so far, priced at a whopping $430,000. The watch is designed with 18-karat white gold and diamonds, not to mention it keeps perfect time.
Bought in 1968 for Paul Newman by his wife Joanne Woodward for $200, the Rolex Daytona, inscribed with "Drive Carefully, Me," was auctioned in 2017 for around 17.8 million dollars. It is, to date, the third most expensive watch ever to be auctioned.
Is all this Rolex talk getting you interested in buying one for yourself? Well, to keep you informed, the "entry-level cost" (industry talk for "cheapest") is around $5,200 for the larger male-sized Oyster Perpetual and about $6,650 for the smaller female-sized Oyster Perpetual.
The mission of Rolex is "to make the planet perpetual," and in striving to do so, they have partnered with a wide range of interests that align with their level of excellence. Here are some of the more extensive partnerships Rolex has made in the last century.
Speedracer Sir Malcolm Campbell set world records on land and water in the 1930s, wearing a Rolex while making them. This early association began Rolex's partnership with sports and later connected them with the 24 Hours of Daytona, an event they still sponsor each January.
Rolex watches aren't just waterproof - they are extremely weatherproof! The first explorers to reach the summit of Mount Everest on May 29th, 1953 - Edmund Hillary of New Zealand and Tenzing Norgay, a Sherpa of Nepal - were outfitted with Rolex Oyster Perpetual watches.
Rolex began its relationship with yachting in the 1950s with the New York Yacht Club and has only further strengthened it and others over time. Rolex annually sponsors many regattas and sea races worldwide.
In 1957, British female jumper Pat Smythe became a Testimonee, opening the door for Rolex to enter the equestrian universe. Rolex sponsors the Rolex Grand Slam of Show Jumping and many other equestrian competitions throughout the year.
A handshake with Arnold Palmer in 1967 cemented a long-lasting relationship between the watchmaker and the world of golf. Other players connected to the brand have included Jack Nicklaus, Gary Player, Phil Mickelson, and most notably, Tiger Woods. Rolex sponsors many tournaments such as The PGA Championship and The Masters.
The Official Timepiece of Formula 1 since 2013, and the Title Sponsor of select Grands Prix, Rolex has been associated with the race since the 1960s with the famed Sir Jackie Stewart, when he served as Testimonee to the brand.
Since 1978, Rolex has been the Official Timekeeper of Wimbledon. This unwavering relationship is one of the longest in sports sponsorships, with Testimonees in Chris Evert, Roger Federer, and Caroline Wozniacki. Rolex also sponsors the Australian Open, the US Open, the French Open, the Davis Cup, and more.
Swapping Wimbledon's center stage for the auditorium stage, Rolex commissioned the famed opera singer Dame Kiri Te Kanawa as their new Testimonee in the late 1970s. She would be followed by many other exceptional musical performers, such as Cecilia Bartoli and Michael Bublé.
Rolex has expanded its sponsorship of the arts worldwide, including relationships with the Vienna Philharmonic Orchestra, the Royal Opera House, and the Metropolitan Museum of Art in New York.
In 2002, Rolex established a mentoring program through which artistic expertise can be shared. Spike Lee, Phyllida Lloyd, Lin-Manuel Miranda, and Carrie Mae Weems are the current mentors sharing their mastery with younger generations.
With existing Rolex partnerships between cinema giants James Cameron and Martin Scorsese, it was no surprise in 2017 when the brand became an official sponsor of the Oscars awards ceremony and the Founding Supporter of the new Academy Museum of Motion Pictures in Los Angeles.
While Rolex reigns supreme as a watchmaker, it has done what most brands dream of doing, superseding the tangible and becoming a worldwide phenomenon. Rolex is equated with timelessness, excellence, and status in not only its products but also its name. It is a true success story that continues to leave its customers wanting and buying more, time and time again.
