When most people think of the Rolex brand, they think of incomparably elegant designs and pure luxury. A connection with a pizza chain doesn't really seem to fit the picture. And yet the logo of the Domino's pizza company is emblazoned on special models of the Rolex Air King and Rolex Oyster Perpetual. The story behind it: In the 60s and 70s, companies could request Rolex watches, which were intended as corporate gifts, with their logo. Domino's founder Tom Monaghan, among others, seized this opportunity and, according to his autobiography “Pizza Tiger”, gave out the expensive timepieces with the Domino's logo as a kind of bonus to his best salesmen. This article introduces the Domino's Rolex watches with all their special features, describes their value on the market and provides tips for all those who would like to purchase such a model.
The most important points in brief
This article deals with the following aspects of the Domino's Pizza Rolex:
Exclusive branding: some examples of the Rolex Air King and Oyster Perpetual feature the Domino's Pizza company logo on the dial or a corresponding engraving on the bracelet and case back.
Collector's item: Only a small number of these special watches are in circulation, which increases their value, especially for collectors.
Authenticity and purchase: Ideally, a Rolex should be purchased from a reputable retailer who conscientiously checks the authenticity and ensures that the buyer is not a victim of counterfeiting fraud. It is also worth comparing prices in advance and ensuring that the watch is purchased with all accessories (e.g. box and papers).
Design and special features of the Air King variant
While we will discuss the various Rolex references that were personalized for Domino's employees in the rest of this article, we will now turn our attention to the most famous “Pizza Rolex”: the Rolex Air King with the Domino's logo. The elegant watch (Ref. 5500) with a stainless steel case and steel bracelet is a coveted entry-level Rolex model that is rather restrained in appearance and whose luxurious aura is based on stylish discretion and a very classic design. Were it not for the Domino's logo, which is emblazoned in full blue and red splendor above the 6 o'clock dot and attracts everyone's attention. The eye-catching logo stands out against the bright, monochrome dial with plain silver hands, visually emphasizing the contrast that is unmistakable simply because a Rolex watch and the logo of a pizza franchise come together.
It is precisely the prominently placed brand logo that distinguishes the Rolex Air King with the reference 5500 in the Domino's version from later “Pizza Rolex watches”. At first glance, the Rolex Oyster Perpetual issued by Domino's to retailers from 2005 onwards is not necessarily recognizable as a custom-made model. The steel case with a diameter of 36 millimetres and the silver dial are free of any allusion to the pizza chain. However, if you take a closer look at the stainless steel case back and bracelet, you will discover engravings with the Domino's Pizza logo.
Models and references
The following is a clear list and brief description of the most coveted Rolex watches that Domino's Pizza has presented to its sales staff and franchisees over the decades:
Rolex Air King Ref. 5500: Classic Domino's Pizza Rolex watch with automatic movement and large logo on the dial
Rolex Air King Ref. 14000: Stainless steel Rolex with tilted Domino's logo in the lower dial area
Rolex Air King Ref. 67194: Ladies' model with logo and 24-millimetre case
Rolex Oyster Perpetual Ref. 126000: Stainless steel watch with Domino's engravings on the bracelet and case back
Rolex Oyster Perpetual Ref. 176200: Model with blue highlights and Domino's engravings on the bracelet and case back
If you compare the early Air King watches with the later Rolex Oyster Perpetual models, you will quickly notice that the pizza chain brand logo has changed from a central design feature in the middle of the dial to a more inconspicuously placed detail. The first Air King “pizza watches” were immediately and clearly recognizable as Domino's models, but with the Oyster Perpetual timepieces you have to look more closely to spot the engravings.
Production details and quality
Whether with a logo on the dial or a simple engraving: Domino's Rolex watches impress with the high quality that we have come to expect from Rolex across the entire range. Each of the references is equipped with a powerful, reliable self-winding caliber, made of the finest stainless steel and, as is typical for Rolex, impeccably finished. With a “Pizza watch”, you are by no means buying an inferior Rolex, but a high-quality luxury watch that is in no way inferior to the models without the Domino's logo in terms of quality and technology.
Collector's value and market analysis of a Domino's Pizza Rolex
Like most luxury watches, which are only available on the market in comparatively small numbers and whose availability is correspondingly limited, Rolex watches with Domino's logos and engravings have a special appeal to collectors. They may not be the first expensive piece that a newcomer buys. But as the collection grows, the interest in pieces with special details often increases. Accordingly, there is a lively demand for the Domino's Pizza Rolex, be it an Air King or an Oyster Perpetual, especially among collectors who focus on Rolex.
The condition of the watch and the completeness of the accessories, including the accompanying documents, are also decisive for the value of the Rolex in the case of Domino's special models. Watches in good to very good condition, which show little or no signs of wear and are offered with all papers and the original box, achieve significantly higher prices than more used models with incomplete accessories.
Authenticity check and identifying features
With regard to authenticity and its verification, the same applies to the Rolex “Pizza watch” as to all other luxury watches: well-founded information protects you from falling for a fraudster. For example, prospective buyers should find out in advance about current market prices from private sellers or dealers and be wary if a watch is offered at a much lower price. The references, serial numbers and technical data in the watch's certificates and papers must match the item in question. Otherwise, there is a high probability that the watch is not genuine.
If you do not buy the watch online, but hold it in your hand beforehand, the weight can also provide information about its authenticity. Counterfeits are often somewhat lighter, and deviating details - for example on the dial and hands - and manufacturing defects may also be noticeable. Watch enthusiasts who have little experience in checking the authenticity of timepieces themselves should play it safe, seek professional help and leave this task to an expert.
Kauf und Investition
Wir können jedem Uhrenfan nur dringend dazu raten, Luxusuhren bei einem seriösen Händler zu kaufen. Der Kauf bei einem etablierten Anbieter, der die Prüfung der Echtheit der angebotenen Uhren fachkundig übernimmt, schafft Sicherheit und schützt vor enttäuschenden und teuren Fehlkäufen. Bei HORANDO durchläuft jede einzelne Luxusuhr einen strengen Authentifizierungs- und Verifizierungsprozess, bevor sie in den Verkauf geht. So stellen wir als professionelle Verkäufer sicher, dass unsere Kunden sich keinerlei Sorgen um eventuelle Fälschungen machen müssen. Im Sinne eines angenehmen Kaufs übernehmen wir selbstverständlich die Kosten für den versicherten Versand und auch die Versandkosten für einen eventuellen Rückversand. Grundsätzlich raten wir dazu, luxuriöse Uhren unabhängig von der Website, über die sie gekauft werden, ausschließlich per versicherter Lieferung zu bestellen.
Buyers should definitely take the time to read the description of their favorite offers carefully. There they will find important information about the scope of delivery and accessories as well as the condition and features of the watch. As a result, they will know exactly what they are dealing with and can better assess whether the price is fair. Speaking of price: It's worth comparing prices and getting an overview of the current price level on the market. This information helps to identify really good offers and separate the wheat from the chaff.
Care and maintenance
It is particularly important to keep your watch in good condition if it is to be used as an investment. The steel case and bracelet can be wiped clean with a soft cloth. A fine brush or paintbrush can also be used to get between the bracelet links and simply brush off any dust deposits. To prevent damage to the stainless steel during storage, it is advisable to store the watch on a soft surface or in the original box.
Regular maintenance is also advisable. Every few years, expensive watches from a major brand, to which the Rolex with the Domino's logo clearly belongs, should be handed over to an expert. The watchmaker will check the watch and its movement for functionality, can repair minor visual defects and detect technical faults before they lead to major consequential damage.
Conclusion and outlook
Special versions of famous watches such as the Rolex Air King and Oyster Perpetual have always fascinated collectors, so it is not surprising that many watch enthusiasts are very interested in the Domino's Rolex. Thanks to the printed or engraved references to the pizza franchise, the high-quality watches play with the contrast between luxury and normal, down-to-earth life - a peculiarity that certainly contributes to the popularity of the Domino's Rolex.