The Surprising Story of the Domino’s-Branded Replica Rolex
Remember the iconic scene from Glengarry Glen Ross where Alec Baldwin’s character, dripping with arrogance, flaunts his gold Rolex Day-Date? “That replica watch costs more than your car,” he sneers, equating the luxury brand with status, power, and success. Baldwin’s character embodied the idea that a Rolex is not just a watch but a symbol of achievement, the kind of watch one might call “The President.” 
But what if that prestigious Rolex had the Domino’s Pizza logo emblazoned on its dial? Yes, you read that right. A Rolex Air-King, a 34mm watch known for its classic design, has been co-branded with the red-and-white logo of the pizza chain. These quirky watches occasionally pop up on vintage watch websites, sparking curiosity and raising eyebrows. So, how did such a collaboration come to be?
The story begins in 1977, when Tom Monaghan, founder and CEO of Domino’s Pizza, decided to reward a top-performing franchisee with the watch he was wearing. In his autobiography Pizza Tiger, Monaghan recalls the moment: “I wore a Bulova with our Domino’s logo on its face. A franchisee asked what he had to do to get that watch from me, and I told him, ‘Turn in a twenty-thousand-dollar sales week.’ He did it.”
This gesture sparked the idea of using branded watches as an incentive for high sales. Monaghan initially gave away Seikos but later upped the stakes by offering Rolex watches. The rules of what became known as the “Rolex Challenge” evolved over time. In the beginning, a franchisee could earn a Rolex by achieving $20,000 in sales in a single week. As Rolex prices soared, the target increased, eventually requiring franchises to hit $25,000 in sales for four consecutive weeks. Today, the goal has risen to $50,000 in weekly sales for four weeks in a row, a target that demands serious dedication and effort.
Hannah Lantz, a successful Domino’s franchisee, is one of the few who have met this challenge multiple times. “I have won five times, including at the $45,000 and $50,000 level. Fifty thousand dollars is a lot of pizza per week. It required growing the staff and more preparation,” she shared.
Monaghan’s motivational strategy stands in stark contrast to Baldwin’s aggressive sales tactics in Glengarry Glen Ross. Offering luxury items like Rolexes as incentives proved to be a powerful motivator for Domino’s franchisees, instilling a sense of pride and accomplishment that aligned them with Monaghan’s entrepreneurial spirit. 
Today, these Domino’s-branded Rolexes have become collectible oddities. They often fetch higher prices on the secondhand market than standard vintage Air-Kings, even surpassing other corporate-branded Rolexes like those from Winn-Dixie or Coca-Cola. However, the Domino’s logo is a polarizing feature. Some collectors are drawn to its uniqueness, while others find it off-putting.
“That Rolex gets more attention in my window than any other replica Rolex, except maybe the vintage Submariner,” said Steve Kivel, president of Central Watch in Grand Central Station, who once had a Domino’s Air-King on display. “It’s colorful and unusual, and that’s rare for a Rolex vintage watch. Anytime you have something different from the normal black- or silver-dial Rolex, it draws a lot of interest and usually will be more valuable.”
Despite the attention it garnered, Kivel admitted that the watch remained unsold for several months. “Sometimes being so unique is not for everybody,” he observed.
The Domino’s Rolex may not be to everyone’s taste, but its story is a fascinating chapter in the world of luxury watches – a testament to how branding and business can intersect in the most unexpected ways.
