On Saturday 25 January at 1.40 p.m. local time, the green flag will wave, and a thunderous symphony of machines will announce the start of this year’s Rolex 24 At DAYTONA. This iconic 24-hour race invites competitors on a journey defined by resilience and the relentless pursuit of excellence. For more than six decades, Rolex has celebrated the determination of drivers and teams, as they push the boundaries of performance at Daytona International Speedway®. In 1992, the Swiss watchmaker formalized its association with the event by becoming Title Sponsor.

As part of this long-term commitment to motor sport, Rolex has supported racing talent through the generations. Next weekend, Rolex Testimonee Jamie Chadwick will serve as Grand Marshal of the twice-around-the-clock contest and deliver the famous “Drivers, start your engines” command. Chadwick, who will be racing in the 2025 European Le Mans Series, says:

“It is an honour to be Grand Marshal of the Rolex 24 At DAYTONA and, as the spiritual home of Rolex and motor sport, I am looking forward to reflecting on the history, while watching some great racing. I’m excited to be involved and hope to join the line up at Daytona in the future.”

President of Daytona International Speedway® Frank Kelleher shares his admiration for the British racing driver as she embarks on her role as Grand Marshal. He says:

“Jamie Chadwick is a true ambassador for global motor sport and the perfect representative to serve as Grand Marshal. Jamie has been a champion on the track since her earliest days of racing, and she has been at the forefront of promoting inclusivity in racing throughout her career.”

In 2025, Rolex deepens its relationship with motor sport and the Rolex 24 At DAYTONA by becoming the Official Timepiece of the International Motor Sports Association (IMSA). Five-time overall winner of the event and IMSA Hall of Fame driver, Scott Pruett shares his sentiments:

“I am so thrilled about the partnership between Rolex and IMSA. It is very personal to me; I spent my career racing in IMSA championships, including the Rolex 24 At DAYTONA, and striving for a Rolex timepiece at the speedway. Rolex and IMSA share a commitment to the legacy of racing and have been steadfast leaders in driving motor sport forward.”

The sanctioning body, with the Rolex 24 At DAYTONA as its pinnacle event, is committed to using cutting-edge technologies with wider societal benefits. IMSA’s top class, the Grand Touring Prototype (GTP), is testament to this, delivering innovations that transcend the racetrack.

This year, the competitive spirit of endurance racing is showcased by the return of top manufacturers and teams, marking the persistent progress and groundbreaking developments at the top of this discipline. Having taken the chequered flag at the 2024 Rolex 24 At DAYTONA, the #7 Porsche 963 of Porsche Penske Motorsport is again expected to be a formidable challenger in this highly competitive 61-car field, alongside the #31 Cadillac V-Series.R of Whelen Cadillac Racing, which claimed second place last year.

Rolex’s storied connection with Daytona has flourished since the 1930s. It was almost a century ago that Sir Malcolm Campbell set several World Land Speed Records behind the wheel of Bluebird on Daytona Beach, doing so with a Rolex Oyster on his wrist. This historic partnership laid the foundations for Rolex’s enduring bond with motor sport, embodied by the iconic Oyster Perpetual Cosmograph Daytona – a symbol of precision and performance. True to this tradition, the winners of the 2025 Rolex 24 At DAYTONA will step up to the podium and receive a specially engraved Daytona, honouring their triumph in this test of human endeavour. Discussing the brand’s affinity with the Rolex 24 At DAYTONA, Rolex Testimonee and record nine-time winner of the 24 Hours of Le Mans Tom Kristensen says:

“Rolex has been a part of this race since the very beginning and this relationship is a match made in heaven. There is so much heritage between the two, they continue to support each other along their journey.”