Last Updated on September, 2024
Watch collectors familiar with the Rolex Air King series likely have searched for many popular watches from the brand. Collectors might have commonly heard of many of these references, but most of them might not be familiar with Domino’s Rolex.
Domino’s Rolex isn’t a name coined due to some particular branded design or colour but rather a label given to the models made specifically for the famous pizza brand.
These two brands emerged from completely different backgrounds where one represents affordability and the other affluence. Consequently, their pairing is nothing short of a surprise. Still, Domino’s has been ordering custom watches from the Swiss watchmaker for several decades.
Just sit back and relax as we take a deep dive into this matter while chomping a Domino’s pizza slice wearing a Rolex watch on the wrist.
Quick Summary
- These unique timepieces were custom-made by Rolex for Domino’s Pizza as rewards for high-achieving store managers. The watches, primarily from the Rolex Air King series, feature the Domino’s logo and have been awarded for over 40 years.
- The tradition began in 1977 when Domino’s founder, Tom Monaghan, started awarding Rolex watches to franchisees who met specific sales targets. Over the years, various models and designs have been used, with the Domino’s logo appearing on different parts of the watch.
- Domino’s Rolex watches, while more affordable than other Rolex models, still hold significant value in the preowned market, with prices ranging from GBP 2500 to GBP 7500, depending on the model and condition.
History of Domino’s Pizza Rolex
According to Domino’s founder, Tom Monaghan in his 1986 autobiography Pizza Tiger, he started giving away watches back in 1977. He frequently wore a Bulova with Donimo’s logo on its dial.
One day a franchisee asked what he had to do to get this watch from Tom. And Tom responded to him by saying “Turn in a twenty thousand dollars sales week.”
Tom said that he achieved the weekly target and for the next few years, Tom gave away several Seikos and hundreds of $800 Rolexes, later.
These Rolexes were the Air King reference 5500, the most understated of all the watches from the brand. These watches featured a steel Oyster bracelet, a 34mm steel Oyster case, and a dial that only featured time.
But what made this discreet-looking Rolex so unique was the blue and red coloured Domino’s logo emblazoned on the dial and it was awarded to the high-achieving store managers.
But we need to emphasise that these genuine Domino’s Rolex watches aren’t aftermarket pieces. These watches come straight from the Swiss watchmaker with the necessary logo. Some of these watches even come with paperwork mentioning Domino’s as the original purchaser.
The Birth of the Rolex Challenge
Tom understood that with a chance to win a Rolex, store managers would have fantastic motivation to boost sales. So the pizza company set up the Domino’s Pizza Rolex Challenge.
The original way to win this prestigious prize was to hit the $20,000 sales mark in a week. But the targets grew more ambitious over the years.
Moreover, Domino’s branding started to appear in various forms on different watches as Rolex’s catalogue changed with time. This challenge continues today with the Rolex Oyster Perpetual ref 12000 being the coveted prize for the winner.
Relevant guides:
Features & Variations
Domino’s and Rolex have a history that spans over 40 years now. Hence, there have been several variations of these iconic timepieces.
For example, earlier designs featured the Domino’s Pizza logo on its face. Different colours were used as well where some designs had blue, red, and white, while others had black and white logos. Furthermore, some models featured larger, smaller, tilted, or straight logos.
In the mid-2000s, Domino’s logo briefly shifted from the dial to the first link of the bracelet following a more discreet approach to the cobranding effort.
Some models featured the full logo featuring the squared Domino’s Pizza logo on the bracelet, while others had a simple logo with a piece of domino without the name of the brand.
Some of the luxury watch models from 2003/4 had logos both on the bracelet and the dial. Apart from that, Domino’s Rolexes typically came with varying engravings on the back depending on the awarding year.
Some came with case backs with Domino’s logo while others came with the initials of the awardee. Still, others featured with the weekly sales target achieved and the date.
Which Rolex Watches Come With Domino’s Logo?
Though all Rolex Domino’s watches have been time-only stainless steel watches, various models have been used featuring both Oyster Perpetual and Air King models. However, the Rolex Air King reference 5500 is one of the longest-running models to date.
In the late 1980s when Rolex discontinued the Rolex Air King 5500, the 14000 took over, hence becoming the watch Domino’s used for their Rolex Challenge.
There’s the 14010 Rolex watch as well which features an engine-turned bezel instead of a smooth one. In the mid-2000s, Rolex upgraded 14000 and 14010 to 14000M and 14010M featuring updated movement. In 2007, these models were followed by 114200.
However, Rolex discontinued the entire Air King line in 2014 but kept the 114200 as part of the Oyster Perpetual series. In addition to the Domino’s variants of Oyster Perpetual 114200 featuring a 34mm case, there’s another model, 116000 with a bigger 36mm case with a Domino’s logo.
The year 2020 saw the release of Rolex’s brand-new Oyster Perpetual range in different sizes and there were new Domino’s Rolexes as well in the form of Oyster Perpetual reference 126000 boasting gold indexes and hands in a silver dial.
Over the years, a few ladies Domino’s Rolexes with smaller dials have been there as well. These include the likes of Oyster Perpetual reference 67194, reference 67180, reference 76080, and reference 176200.
How Much Do They Cost?
With bracelets and cases made of stainless steel, these time-only pieces including the Air King (excluding the current reference 116900) and Oyster Perpetual references have always been the more affordable options.
Typically, a preowned Domino’s Rolex watch will go around GBP 2500 to GBP 5500 based on the condition and the model. Some collectors are willing to pay a slight premium for the unique branding.
But the current value of a 2020 Domino’s Rolex Oyster Perpetual 126000 on the secondhand market is approximately GBP 7500. This number is on par with the standard secondhand 126000.
In perspective, the official retail of the Oyster Perpetual 126000 is above GBP 5000. Nevertheless, like many Rolexes, these models (including the ones with Domino’s logos) sell at higher prices primarily due to higher demand.
Final Thoughts On This Unique Bond Between Rolex & Domino’s
This unique bond between an affluent brand in Rolex and the one that represents affordability in Domino’s is a partnership that commemorates achievement.
There are several other cobranded Rolex watches in the watch world. These include Cartier, Tiffany, Chevrolet, Pan Am, Comex and many other branded watches. But the one with Domino’s stand out the most. For example, this relationship has gone on for more than 40 years and many other cobranded Rolex watches were discontinued several years ago.
Moreover, Domino’s Rolexes are not your traditional corporate watches, like the ones given away for decades of service by Winn-Dixie and Coca-Cola. Rather, Domino’s Rolexes are prizes given away regularly to high achievers in the company. These are weekly and monthly prizes different from the award for decades of service by Coca-Cola.
Some people might roll their eyes at this curious cobranding of a mass-marketed brand and an ultra-luxury one. But it’s important to remember that these timepieces symbolise the hard work and achievement of the original recipes.
Watch collectors often talk about the stories behind the watches they have collected. Well, all these Domino’s Rolex watches have a story of incredible dedication and personal triumph.
