When a new model of the Daytona came out in June this year, it retailed at £8,250. Within days a number of dealers had put theirs up for sale, with a going rate of £14,000; a cool £5,750 in profit. With some models costing in excess of £20,000, you could stand to make some serious money on this watch.
The Daytona was invented in the 1960s as a timepiece for racing drivers, so no wonder it’s been an enduring symbol of cool ever since. The inbuilt chronograph allowed drivers to measure their lap times, and the tachymeter scale on the bezel allowed them to measure their speed.
Modern day race drivers have more high-tech means of gaining this information, but that’s not to say the Daytona’s association with professional racing is over. Anything but. Rolex became a commercial partner of the Formula 1 – the world’s most popular motorsports franchise – in 2013, and the Daytona is still Rolex’s primary motorsports timepiece.
The Daytona’s enduring association with motorsports ensures that it’s a sure-fire hit with watch lovers who like their Formula 1.