The Bizarre Domino’s Rolex Watch – The Inside Story

March 13th, 2020

The Domino’s Pizza Rolex Air-King watch may appear as the most peculiar alliance of all time. Some might consider it to be a fake.

The partnership between the pioneer of luxury watches and the pizza shop does not appear as a marketing match. But that it is indeed a real one.

Domino's Rolex Watch

Thus, when and how did it happen?

The real story behind the strange Domino’s Rolex dates back to the 1980s.

Continue reading below to know more about it.

The Inside Story

In the 1980s, the founder of Domino’s Pizza, Tom Monaghan started incentivising managers of successful franchisees with Rolex timepieces.

However, Tom Monaghan is known to have given the owner of his highest-earning franchise the watch straight off his wrist.

He perceived that the luxury watch incentive bestowed a significantly positive influence on the turnover of a franchise.

In Monaghan’s 1986 autobiography “Pizza Tiger”, he asserted that the idea of rewarding strike his mind after he gifted his Bulova watch to a franchisee.

  • Tom Monaghan wore a Bulova watch that flaunted Domino’s logo on the dial.
  • One franchisee asked him what he has to achieve for getting the Bulova watch.
  • In turn, the founder said, “Turn in a twenty-thousand-dollar sales week”. And he did it.

Monaghan could realise the motivational power of the incentive. Thus, he decided to reward his managers with Rolex watches via a program known as the “Rolex Challenge”.

The Rolex Challenge

So, what was the condition of this program?

The franchisees had to deliver more than £15,000 in sales in a week.

If a franchise succeeds to achieve the sales quota, Tom Monaghan will give a Rolex Air-King as a reward.


The price of Rolex watches increased with time. Thus, Monaghan raised the limit to about £19,000 sale per week for four consecutive weeks.

Eventually, this became popularly known as the “Rolex Challenge”.

The Domina’s Pizza Rolex Watch: Design

The early editions of this bizarre watch had the logo of Domino’s Pizza printed boldly on the dial’s centre with the unique Domino’s blue and red colours.

However, Rolex upgraded the design of the watch over the years.

  • In the 2000s, Rolex fitted the Domino’s Rolex Air-King watch with a small Steel Domino’s logo on the Oyster bracelet’s second link rather than imprinting the logo on the dial.
  • Moreover, the manufacturer also offered a new Domino’s logo stamping on the case back.

In the past, Rolex has integrated with other luxury brands such as Tiffany & Co.

When it comes to marketing, Rolex and Domino’s partnership seems like a mismatch. However, the collaboration proved beneficial in the vintage watch collecting sphere.

Luxury watches with double-logo like Patek Philippe & Gubelin are known to sell for a premium at auctions and also in the pre-owned market due to their rarity.

And, the Rolex Domino’s Pizza watch is no different.

The Domino’s logo appeared over the years on many Rolex Oyster Perpetual and Air-King models.

Today, only a few of the watches are available in the second hand market.

A Domino’s Rolex Watch is likely to fetch you more than a standard Rolex Air-King, and Oyster Perpetual watch without the Domino’s logo.

Thus, the strange mismatch collaboration has actually proved profitable for Rolex.

Want to sell your Rolex in London?

The Luxury Hut offers a quick and convenient way to sell Rolex watches for competitive prices.

You can sell your Rolex online or via appointment in London or from anywhere in the UK.

Experts at The Luxury Hut have substantial experience and knowledge of the changing market trends and current market prices.

sell your rolex watch london

Thus, you are likely to obtain the most competitive price when selling your Rolex watch to us, be it a rare Domino’s Rolex Air-King or a standard Submariner.

Begin the process by filling up our online form for a free valuation.

Or call us on 0207 242 5411 for an immediate appraisal over the phone or to book an appointment at our Hatton Garden office in London.

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