Rolex “Domino's” 26mm Oyster Perpetual Ref. 67180

The Rolex-Domino’s connection is perhaps the ultimate high-low collaboration. These watches were not made for mainstream purchase, but as a way to reward franchise owners who hit their sales targets. All were originally ordered through Schlanderer and Sons in Ann Arbor, Michigan, where Domino’s has its headquarters. In the past, these watches on the secondhand market were generally the least expensive Rolex a person could purchase as few people wanted a pizza logo like this on their dial. Dealers would buy them, swap out the Domino’s dial, and polish off the case back initials. Over the last year, however, they have gained a massive following and Christie’s recently sold a 34mm Air-King version for $20,000 including premium in an online auction. This is an extremely rare small version - as you can imagine most Domino’s franchise owners were men and would select the 34mm Air-King version - with a diameter of 25mm excluding crown. It has the initials of the original recipient engraved on the case back and the A serial number places its production circa 1999. It includes a Rolex box and the original papers including the serial number.

To learn more about Rolex-Domino’s story, watch John P’s video with Eric Wind “Rolex Model NEVER in Stores - John P with Eric Wind”.

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