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Brand Stories
From its 1963 debut at Daytona International Speedway to becoming the most coveted chronograph on earth.
Rolex named the Cosmograph after Daytona Beach in 1963, sponsoring the 24-hour race that still bears the name. The watch was a flop for a decade — too tool, too sporty for the Rolex buyer of the 1960s.
The actor (and accomplished racer) wore an exotic-dial Ref 6239 gifted by his wife, inscribed "Drive Carefully Me". When that watch sold at auction in 2017 for $17.8M, the Daytona became a cultural object.
Production is intentionally constrained. New ceramic-bezel steel Daytonas command 2x retail on the grey market.
