Rolex “Domino's” 34mm Oyster Perpetual Air-king Ref. 5500
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 watch has a diameter of 34mm excluding crown. It was produced circa 1986 and includes the original guarantee, plus the award letter from the Domino's CEO for reaching $20,000 in weekly sales. Case unpolished, light wear, with initials engraved on the back.
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”.
