Rolex, already a cornerstone in the world of motorsport through its association with the iconic Rolex 24 at Daytona, is deepening its ties with North American endurance racing. The luxury watchmaker has signed a long-term agreement to become the Official Timepiece of the International Motor Sports Association (IMSA) beginning in 2025. This move solidifies Rolex’s commitment to the sport and expands its influence across the entire IMSA calendar.
IMSA President John Doonan expressed his excitement over the partnership, highlighting Rolex’s reputation for innovation, precision, and performance—qualities essential to the racing world.
“Rolex is synonymous with innovation, performance, and precision—attributes that make it a perfect choice to become the ‘Official Timepiece of IMSA’,” Doonan stated. “Our brands have been linked for decades, primarily through Rolex’s longstanding support of our flagship Rolex 24 At Daytona as title sponsor. We are honored that Rolex is expanding its partnership across the entire IMSA season.”
Rolex’s involvement in IMSA is not just about branding; it’s also about honoring excellence on the track. The coveted Rolex Daytona watches, already presented to class winners at the Rolex 24 At Daytona, will now be awarded to the WeatherTech Championship class champions. The prestigious timepieces, known as some of the most sought-after prizes in motorsport, are expected to drive even fiercer competition among teams from 2025 onwards.
Arnaud Boetsch, Rolex’s Director of Communication & Image, reinforced the brand’s enthusiasm for the expanded partnership, pointing out its deep-rooted connection with motorsport that dates back nearly a century.
“Rolex is delighted to partner with IMSA, further illustrating our historic connection with motorsport, founded in Daytona almost a century ago,” said Boetsch. “This partnership is a natural extension of the brand’s longstanding relationship with the Rolex 24 At Daytona, an ultimate race against time. Alongside IMSA, Rolex supports the development, growth, and sustainability initiatives of the sport, teams, and machines.”
Rolex’s expanded presence within IMSA underscores its ongoing commitment to motorsport and further cements its legacy as an integral part of racing history, from the earliest days of the sport to its current pinnacle of endurance racing. Fans and drivers alike will be eagerly anticipating the intense competition for the coveted Rolex Daytona watches as IMSA enters this new era of partnership.
