You might find it bizarre, to see the Dominos logo on the front of a genuine Rolex watch, and rightly so. It’s not a watch that’s officially sold but at auction, such as the one listed on Christies, it can cost you between $3000 to $5000 for the wrist topping.
Rolex has always ensured their design has been carefully safe-guarded, but you can occasionally find co-designs such as the Tiffany & Co. branded Rolexes. Dominos is a little different from Tiffany & Co however..
What’s the deal?
It started initially in 1977, when the pizza-franchise founder Tom Monaghan took the Bulova Rolex off his wrist and gave it away to his highest-earning franchise owner. When a franchisee asked what he had to do to get that branded watch , Tom told him, ‘Turn in a twenty-thousand-dollar sales week.” – The guy did it.
Thus it became a challenge known as the ‘Rolex Challenge‘ for each franchise to garner a $20,000 weekly sales quote consecutively for 4 weeks to win a branded Rolex Air-King as a trophy. These stakes raised to $25,000 as the cost of a Rolex increased.
The branded Rolex originally had the Dominos logo placed via the strap, but changed to appear in the watch face.
It’s become a popular but rare watch to go on auction, it could be compared to the Coca-Cola branded Rolexes given to Coke Executives, but the Dominos has a ‘for the people’ vibe to it. It’s a watch for the every day man, durable and & solid worthy of sitting on the wrist of a hard working individual.
The Auction
You can take a look at the auction over at Christies
The starting bid is currently at $3000 with an estimate up to $5000. If you’ve watched auctions of the Domino’s Pizza in the past you can see that the bidding doesn’t tend to deviate from this price no matter when the individual watch appeared in circulation.
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