In the fascinating world of luxury watchmaking, a unique piece stands out for its originality and unusual history. The Rolex Domino's, the result of an unlikely collaboration between the Swiss watchmaking giant and the American pizza chain, has become an object of desire for the most discerning collectors. Delve into the captivating history of this watch that combines watchmaking prestige and popular culture.
The Unexpected Origin of the Rolex Domino's
The Rolex Domino's dates back to the 1970s, when Tom Monaghan, the founder of the famous pizza chain, had the original idea of โโrewarding his most successful franchisees. This initiative, born from an innocuous conversation, would give birth to one of the most unusual watches in the history of watchmaking.
In 1977, a franchisee noticed a Bulova with the Domino's logo on Monaghan's wrist. Intrigued, he asked what he would have to do to get one. Monaghan's answer was simple: “Make $20,000 in sales in one week.” Thus was born the “Domino's Pizza Challenge,” a challenge that would go on to become a part of the history of the brand and the watch industry.
The Evolution of Rolex Domino's Over the Decades
At first, Monaghan offered Seikos to deserving franchisees. But he quickly decided to take things up a notch by choosing the Rolex brand, the ultimate symbol of luxury and success.
The first Rolex Domino's was an Air-King reference 5500, an iconic model produced from 1957 until the 1980s. This watch was distinguished by the red and blue Domino's Pizza logo, proudly displayed at 6 o'clock on the dial.
Over the years, the challenge evolved, requiring four consecutive weeks of $25,000 in sales to obtain the precious sesame. A difficult but achievable feat, which explains why there are still several dozen of these watches on the market today.
The different versions of the Rolex Domino's
The history of the Rolex Domino's is marked by several aesthetic evolutions, each reflecting an era and a different approach to this unique collaboration.
The “Big Logo” (1970-1989): Early versions featured a large Domino's logo at 6 o'clock. The caseback was engraved with the recipient's initials and “TSM” (Thomas Steven Monaghan). Even official paperwork listed “Domino's Pizza.”
The โBlack Logoโ (1989-1990): Briefly, Rolex adopted a monochrome black logo, more sober but less emblematic.
The โSmall Logoโ (1990-1995): The return to colors was accompanied by a reduction in the size of the logo, for a more subtle balance.
The โTilted Logoโ (1995-2005): Considered by many to be the most successful version, it features a tilted logo, adding a touch of dynamism to the dial.
The โLogo Braceletโ (2005-present): In a radical change, the logo left the dial to settle on the first solid link of the bracelet, a development less appreciated by purists.
The Rolex Domino's: a collector's phenomenon
Long considered undesirable curiosities, Rolex Domino's have experienced a dramatic turnaround in the collector's watch market.
In the 1980s and 1990s, some dealers went so far as to replace Domino's dials with standard dials and erase the engravings from the case backs, as demand was low for these atypical pieces.
The 2020 pandemic marked a turning point. Prices soared, with some examples reaching peaks of over โฌ20,000 at prestigious auctions. This surge in prices can be explained by the increasing rarity of these models and their status as witnesses to a bygone era when collaborations between luxury brands and popular brands were still possible.
Investing in a Domino's Rolex in 2024
Today, the market has stabilized at more reasonable levels. A Rolex Domino's in good condition typically sells for between โฌ6,000 and โฌ8,000, a price that better reflects its historical value and originality.
For collectors and watch enthusiasts, the Rolex Domino's represents more than just a watch. It represents an era when the boundaries between fine watchmaking and popular culture were more permeable, and when a luxury watch could also be a symbol of success in the fast food industry.
Investing in a Domino's Rolex is acquiring a piece of horological history, a unique conversation piece, and potentially a worthwhile long-term investment. With the end of this unlikely collaboration, these watches are set to become increasingly rare and sought-after.
For the discerning collector, hunting down the various versions of the Rolex Domino's can be an exciting quest. Each model tells a part of the story of this unique collaboration, from the bold “Big Logo” of the early days to the elegant “Tilted Logo” of the 1990s.
The Rolex Domino's remains a fascinating testament to the history of watchmaking and marketing. It recalls a time when even the most prestigious brands did not hesitate to partner with mainstream companies, creating unique objects that transcended their primary function to become true cultural icons.
Whether you are a seasoned collector or simply a fan of original timepieces, the Rolex Domino's deserves a special place in any self-respecting collection. It represents not only a potentially lucrative investment, but also a piece of horological and cultural history to wear on your wrist.
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