A few weeks ago, I took a trip to Milwaukee to meet some watch dealers. Along the way, I decided to pick up a Domino's pizza to pair with a vintage Rolex. This peculiar combination stemmed from the tradition started by Domino's founder, Tom Monaghan, in the 1970s. He began giving out watches as awards to high-performing franchisees, and the franchisees had to achieve a specific sales target to earn a Domino's Rolex.
The first Domino's Rolex was the Air-King ref. 5500, produced from 1957 to the 1980s, featuring the pizza chain's logo at six o'clock. Over the years, the challenge has become increasingly difficult, with franchisees needing to meet sales targets for several consecutive weeks. As a result, there are now numerous Domino's Rolex watches available on the market.
While there are other corporate dial Rolex watches, such as Coca-Cola and Anheuser-Busch, the Domino's Rolex has gained popularity due to its unique affiliation with the pizza chain. The market demand for Domino's dials has increased significantly, with prices reaching over $20,000 for certain models.
The design of the Domino's Rolex has evolved over the years, featuring different variations of the pizza chain's logo. Collectors value models with personalized engravings and intact caseback engravings. Interestingly, these watches were once considered undesirable and even had their dials swapped and caseback engravings removed. However, the market shifted, and people started seeking out these distinctive pieces.
It's worth noting that during the pandemic, the prices for Domino's Rolex watches reached new heights. Christie's auctioned off several models for more than $20,000, and private transactions were also common. However, the market has since cooled down, with recent sales averaging around $15,000.
The Domino's Rolex holds a certain charm due to its association with a pizza chain and the nostalgia it represents. In a world where brand collaborations are carefully controlled, the partnership between Rolex and Domino's is a unique relic of a bygone era.
