Many collectors wait months, or even years, to get ‘the call’ to come pick up their Rolex Daytona. But in Daytona Beach, Florida on Sunday, one lucky individual will take delivery after waiting just 24 hours. Of course, there’s a catch: they must win one of the most grueling endurance races in all of motor sport: The Rolex 24 at Daytona. In other words, it’s not exactly a day at the beach.

A day before the green flag is set to fly, Rolex has taken the wraps off this year’s trophy. Curiously, it’s not a ‘Le Mans’ edition, which features a cleverly constructed 24-hour elapsed time sub-dial, but rather a standard two-tone Cosmograph Daytona ref. 126503 with a one-of-a-kind engraving on the case back — a configuration that’s been awarded to the race champion going back to at least 2017.

The ‘Daytona’ Daytona

Rolex has been associated with a 4.2-mile stretch of hard-packed sand on the Atlantic ocean for nearly a century. The unique conditions of Daytona Beach made it the home of speed in the early 20th century, where several land speed records were broken. The brand’s first testimonee from the world of motor sport, Sir Malcom Campbell, was arguably the king of Daytona Beach, setting a record of 438 kmh in 1933 while wearing a Rolex Oyster.

Rolex’s first motor sport testimonee Sir Malcolm Campbell on Daytona Beach in 1935. Image © Bettmann/CORBIS

Rolex deepened its association with Daytona in 1963 by naming its chronograph collection after the famous speedway. In 1992, Rolex became the title sponsor of the venue’s annual endurance race, which had moved from the beach to the track in 1959. Since then, the winner has received a commemorative watch in addition to a trophy.

The original Rolex Daytona ref. 6239 from 1963.

The Rolex 24 at Daytona begins at 1:40 PM EST on Saturday, January 24th and concludes exactly 24 hours later.

For more, visit rolex.com.