In time for the 54th Rolex 24 at Daytona, Rolex takes the checkered flag with a stunning new timepiece.
From left: Rolex Day-Date 40 in platinum ($62,500–$66,950), white gold and Everose gold with a fluted bezel ($37,550–$42,000), and yellow gold with a fluted bezel ($34,850–$39,300). Kirk Jewelers, 142 E. Flagler St., Miami, 305-371-1321
Since its inception in 1905, Rolex has been synonymous with design excellence and precision timing—an unbeatable combination that explains the brand’s popularity in the sports world, particularly auto racing. Rolex’s long-standing relationship with motor sports is epitomized by the Rolex 24 at Daytona, a premier 24-hour auto race whose 54th edition takes place January 30–31, kicking off the 2016 IMSA WeatherTech Sports Car Championship season. The race will be the first at Daytona International Speedway since its $400 million redevelopment—yet another in a long line of firsts for Rolex, which continues to lead the charge in innovative thinking and state-of-the-art manufacturing.
Case in point: the brand’s all-new Caliber 3255, the engine that drives the Rolex Day-Date 40mm watch. Made in-house and boasting an incredible 14 patents, the self-winding caliber pushes the envelope in terms of efficiency, accuracy, and shock resistance. In addition, the watch features new dials and an improved Presidential bracelet. Offered in 18k white, yellow, and Everose gold as well as platinum, it retails for between $34,850 and $66,950.