Rolex Company Collabs

What is a Brand Collaboration Rolex?

Rolex company collaborations refer to officially co-branded Rolex watches produced for corporations, government agencies, or elite organizations. These watches often featured the client’s logo on the dial or caseback and were not sold to the public. By 1956, Rolex was supplying special trophy watches like a “Yankees 1956 World Series Champions” Rolex given to Yogi Berra’s team, and by 1958, companies were ordering Rolex awards such as gold watches with Coca-Cola’s logo for 25-year employees and even an Air-King for a Greyhound Bus driver who achieved 10 years of safe driving

A 1968 Rolex Oyster Perpetual 1005 with a custom dial to commemorate the New York Jets' historic Super Bowl III win.

These early examples underscore how Rolex positioned its watches as prestigious corporate awards in the mid-20th century. The United States quickly became the biggest market for Rolex’s logo dial program (since Rolex was just establishing a U.S. presence in the 1950s), followed by the Middle East (notably Saudi Arabia). Over the ensuing decades, a surprising variety of organizations, from global corporations to local businesses, partnered with Rolex to create official, co-branded watches. Below, we explore some of the most iconic Rolex company collaborations (vintage and modern, U.S.-based and international) and the stories behind them.

Domino’s Pizza Air-King

Arguably the most famous (and unexpected) corporate-branded Rolex is the Domino’s Pizza Rolex Air-King. This began in the late 1970s when Domino’s founder, Tom Monaghan, first gave away a watch in 1977. Legend has it he literally handed over the branded Bulova on his wrist to a top-performing franchise owner. Seeing the motivational power, Monaghan upped the ante: he promised franchisees a Rolex if they could hit $20,000 in weekly sales. Thus the Domino’s Rolex Challenge was born.

By the 2000s, Rolex stopped putting the pizza logo on the dial; instead, the Domino’s logo was relegated to a steel plaque on the bracelet link. The program officially ended in 2022, replaced by the “Omega Challenge.” Once overlooked, Domino’s Rolexes now enjoy cult status and rising values as a quirky yet authentic piece of Rolex and fast-food history.

Rolex and COMEX

In the 1970s, Rolex formed a partnership not with a consumer brand, but with a professional deep-sea diving company: COMEX (Compagnie Maritime d’Expertises). This French firm specialized in deep saturation diving, and their collaboration with Rolex was truly symbiotic. Rolex supplied COMEX divers with specially modified Submariner and Sea-Dweller models that featured the COMEX logo on the dial and incorporated technical upgrades like the helium escape valve.

These were not commemorative giveaways, they were essential tools tested in some of the harshest environments on Earth. Each COMEX watch was issued with special serial numbers and tight controls, making surviving examples exceptionally rare. Today, COMEX-logo Rolexes are among the most desirable vintage tool watches in existence and represent one of the most meaningful collaborations in the brand’s history, blending real-world utility with Rolex innovation.

The Pan Am GMT-Master

Not all Rolex collaborations resulted in a logo on the dial. This one resulted in an entirely new model. One of Rolex’s most famous partnerships was with Pan American World Airways (Pan Am) in the 1950s, which led to the creation of the Rolex GMT-Master. As commercial air travel boomed, Pan Am needed a way for its pilots to track multiple time zones on flights. In 1954 Rolex answered the call by developing the GMT-Master with its signature fourth hand and rotating 24-hour bezel. Pan Am would eventually issue the new GMT-Master 6542, with the red-blue “Pepsi” bezel to its crews on long-haul routes, making it an official airline tool.

Though these watches did not have the Pan Am logo on the dial, the partnership was publicly acknowledged by Rolex's magazine, and cemented the GMT-Master’s legacy as the definitive pilot’s watch. Today’s GMT-Master II owes its existence to this mid-century company collaboration, even if the only co-branding was on paper and not the dial. It’s a testament that a corporate partnership can influence watch design in a lasting way. The Rolex GMT-Master remains an icon born from Pan Am’s practical need to conquer time zones.

Tiffany & Co.

While most Rolex company collaborations were corporate incentive pieces, some took the form of co-branding with luxury retailers. The most famous example is Tiffany & Co., which was an authorized Rolex dealer for decades and had the rare privilege of stamping its name on Rolex dials.

“Tiffany-signed” Rolexes appeared on a wide range of models, including the Submariner, Datejust, GMT-Master, and Daytona. These dials typically featured the Tiffany & Co. name above 6 o’clock or above the model designation. Because the co-branding was either printed by Rolex or done under Rolex’s approval, these watches are considered official factory pieces, not aftermarket mods.

The Rolex–Tiffany co-branding arrangement came to an end in the early 1990s, when the two companies parted ways and Rolex no longer allowed Tiffany’s name on its dials. This means Tiffany & Co. Rolex dials are limited in number and increasingly scarce on the market. Now, Tiffany-stamped Rolex Submariners or GMTs from the 1960s–80s can command a significant premium today.

The Rolex Khanjar

Among the most coveted Rolex special-order dials are those with the Khanjar emblem, a traditional Omani dagger symbol. These watches were commissioned directly by the Sultan of Oman, Qaboos bin Said, often as state gifts or awards to military officers, diplomats, and foreign dignitaries. Produced in small numbers during the 1970s through the 1990s, Khanjar Rolexes are among the most elusive and prized collector pieces today.

The Khanjar emblem typically appears at 6 o’clock on the dial either in red, green, or white, paired with standard Rolex models like the Daytona, Datejust, Submariner, and Day-Date. In rarer instances, the dials were signed with the Qaboos signature or with both logos, sometimes accompanied by engravings on the caseback or custom presentation boxes. The combination of exclusivity, royal provenance, and ultra-low production numbers has made Khanjar Rolexes grail-level watches, particularly among Middle Eastern collectors and international auction houses. Certain Khanjar Daytonas, for example, have fetched over $500,000 at auction.

Though not a company collaboration in the traditional sense, the Khanjar program represents one of Rolex’s most historically significant custom dial partnerships, one rooted in diplomacy, prestige, and national identity. Owning one is not just about the watch, but the cultural story it tells.

Other Notable Corporate Logo Rolexes and Dials

Beyond the headlining collaborations with Domino’s, COMEX, Pan Am, and Tiffany, Rolex produced dozens of official logo watches for companies across various industries. Here are several noteworthy ones that illustrate this phenomenon:

Coca-Cola 25-Year Service Awards

During the 1950s through the 1970s, the Coca-Cola Company awarded Rolex Oyster Perpetuals to employees who had served 25 years. These featured a printed Coca-Cola script logo on the dial, most commonly in black, with rarer red variants. These watches are early examples of how Rolex was used as a premium corporate reward in American business culture. The dials were clean yet unmistakably marked, making it a coveted retirement prize for Coke employees.

Chevrolet 75th Anniversary

In 1986, Chevrolet celebrated its 75th ("Diamond Jubilee") anniversary by presenting certain employees with very special Rolex watches. Uniquely, the dials featured a laser-etched repeating Chevy bowtie pattern in place of the usual Rolex branding texture. The casebacks were engraved with “Diamond Jubilee Award 1911–1986” alongside the Chevrolet emblem. Both men’s and ladies’ versions were produced, these serve as a striking example of a U.S. corporate commemoration done in true Rolex style.

Anheuser-Busch and Brewery Collaborations

America’s brewing industry wasn’t left out of the Rolex game. Anheuser-Busch commissioned Datejusts and Oysterquartz models with the company’s A&E eagle logo on the dial, likely awarded to executives or sales staff in the late 1980s. Likewise, Busch Bavarian Beer (an Anheuser-Busch label) ordered rare logo dials in the 1960s, including some hand-wound Rolex models, featuring the Busch beer logo in color. These “brewery Rolexes” noteworthy because they mix a bit of beer history with Swiss watchmaking.

Winn-Dixie and Retail Chain Awards

The Southern supermarket chain Winn-Dixie offered Rolex watches to top-performing managers during the 1980s, including co-branded Air-Kings with the company’s logo at 6 o’clock. These types of incentive watches were also produced for other U.S. retailers, including distributors of Hallmark Cards and other regional operations. These remain relatively obscure, but they pop up occasionally in the vintage watch market.

Oil & Gas Industry Collaborations

The energy sector accounted for an enormous number of logo Rolexes, especially in the 1960s–1980s. In the U.S. and Middle East, over 20 different oil, gas, and petrochemical companies had their logos on Rolex dials. A standout is Halliburton, which issued Datejusts with either their name printed or arranged in hour-marker positions around the dial for special anniversaries. In Saudi Arabia, ARAMCO and subsidiaries ordered Oysterquartz watches with refinery logos. Similarly, BANOCO (Bahrain National Oil Co.) produced Air-Kings with their lowercase logo in place of 6 o’clock text. Other examples range from Shell and Exxon logos to smaller drilling firms. These oil industry Rolexes were true “tool watches” for the corporate world, often awarded for safety milestones or decades of service in hazardous jobs.

Event and Sports Collaborations

In rare cases, Rolex collaborated with sporting events and sponsors. One example is the Cotton Bowl Classic, a historic college football game, which awarded special Datejusts bearing the bowl’s logo. Likewise, it’s said that Rolex presented customized watches for winners or sponsors of certain golf and motorsport events in past decades (though these are quite scarce). Such pieces show that the corporate logo program intersected with sports branding on rare occasions.

Pricing and Collectibility

For many years, corporate-logo Rolexes were considered less desirable than their standard-issue counterparts. Some owners even went as far as to replace logo dials with plain ones, fearing they’d reduce resale value. But that’s no longer the case. As the vintage watch market matured, collectors began to appreciate the rarity, stories, and cultural crossover these watches offer.

Today, values vary widely depending on the brand, model, and condition. Here’s a general snapshot of current market pricing for select company collaborations:

Condition, dial originality, and documentation all significantly affect value. Models with full kits (box, papers, service history) often command premiums, especially for watches with compelling backstories like the Domino’s CEO letter to a franchisee or COMEX-issued dive logs.

Cultural Relevance

Unlike Rolexes worn by athletes or actors, company-logo watches were never intended for the spotlight, but that hasn’t stopped them from surfacing in pop culture. The Domino’s Air-King, once just a footnote in Rolex's history, has been worn by prominent collectors and featured in fashion shoots, praised for its high-low irony and marketing lore. The COMEX Sea-Dweller is often cited in diving documentaries and Rolex retrospectives, while Tiffany-signed Rolexes routinely break auction records, especially after the explosive demand for Tiffany-branded Patek Philippe Nautilus models.

As niche collecting categories grow, these collaborative Rolexes are increasingly seen as conversation starters and wearable artifacts. For some collectors, they offer a way to own a piece of Rolex history that’s rooted in industry, legacy, and achievement. Not just status.

Where Corporate Meets Collectible

Official Rolex company collaborations represent one of the most unusual and fascinating corners of the brand’s history. They were never sold in boutiques. They weren’t advertised to the public. Instead, they were quietly produced for employees, executives, and professionals who earned them through performance, service, or status. Each one tells a story: of incentive programs that inspired franchises, of dive missions that expanded human limits, of luxury retailers shaping brand image.

If you’re looking to add something deeply authentic and slightly rebellious to your collection, a corporate-logo Rolex might be the perfect blend of heritage, history, and intrigue. These are watches with a story to tell. And in the world of Rolex, that’s a rare and valuable thing.