by The Rolex 24 At DAYTONA stands as one of motorsport’s crown jewels. For fans of high-performance engineering and unrelenting competition, this iconic 24-hour race is a celebration of precision, resilience, and teamwork. Since Rolex became the Title Sponsor in 1992, the event has solidified its reputation as a proving ground for the world’s finest drivers and machines.
On January 25, 2025, engines will fire up at Daytona International Speedway®, kicking off a new chapter in endurance racing history. This year marks an even deeper partnership as Rolex assumes its role as the Official Timepiece of the International Motor Sports Association (IMSA), cementing its legacy within the motorsport world.
A Legacy Forged on the Sands of Daytona
Rolex’s connection with Daytona goes back to the roaring 1930s, when Sir Malcolm Campbell shattered land speed records on the beach, his Rolex Oyster keeping time—a precursor to the brand’s enduring role in modern endurance racing. This relationship evolved over decades, culminating in the Rolex 24 At DAYTONA. The Oyster Perpetual Cosmograph Daytona, now synonymous with speed and precision, honors this storied partnership.
Winning here is about crossing the finish line against relentless time, fatigue, and fierce competition, marking a place in motorsport’s rich history. The coveted engraved Daytona awarded to the victors embodies the ultimate reward for relentless effort and engineering excellence.
2025 Lineup: Rivalries and Innovations
The 2025 Rolex 24 At DAYTONA promises fierce competition, with advanced hybrid powertrains in the Grand Touring Prototype (GTP) class taking center stage. Heated rivalries, including Porsche Penske Motorsport and Whelen Cadillac Racing, are set to thrill fans. Returning to defend their crown, Porsche Penske Motorsport’s #7 Porsche 963 faces fierce challenges, including Whelen Cadillac Racing’s #31 Cadillac V-Series.R.
Operated by Action Express Racing, the #31 car is a staple of IMSA’s WeatherTech SportsCar Championship GTP class. Its history includes the 2023 IMSA GTP team and driver championships and the IMSA Michelin Endurance Cup titles. The car’s distinctive red livery reflects Cadillac’s V-Series heritage. In 2024, the team started strong with a second-place finish at Daytona, solidifying its reputation as a top contender.
Front 3/4 view of the #31 Cadillac V-LMDh on the banking at Daytona International Speedway. (Richard Prince/Cadillac Photo). 
Side view of the Cadillac V-LMDh race car, wearing its red livery. 
The No. 31 Whelen Engineering Cadillac V-Series.R on the track at the 2023 Motul Petit Le Mans at Michelin Raceway Road Atlanta. ©Eric Klauser/Cadillac.
Powered by a 5.5-liter naturally aspirated V8 engine—the largest in its class—the #31 Cadillac combines raw power with reliability. For 2025, Action Express Racing will field the car under Cadillac’s expanded three-car GTP lineup, continuing its legacy of innovation and performance.
With 61 entries, this year’s field showcases a mix of legendary manufacturers and ambitious newcomers, all competing for endurance racing glory.
The Grand Touring Prototype (GTP) class headlines the action, showcasing advanced hybrid systems that push the limits of performance and efficiency. IMSA’s emphasis on integrating track innovations into real-world applications mirrors Rolex’s relentless pursuit of precision and progress.
Jamie Chadwick: Bridging Heritage and Ambition
Rolex Testimonee Jamie Chadwick takes center stage as Grand Marshal, delivering the iconic “Drivers, start your engines” command. A three-time W Series champion and rising star in endurance racing, Chadwick represents the intersection of tradition and future potential in motorsport.
“Daytona embodies everything I love about racing—grit, determination, and history,” said Chadwick. “It’s an honor to be part of this legendary event, and I’m excited to see the action unfold from the best seat in the house.”
Chadwick’s role as Grand Marshal underscores Rolex’s commitment to nurturing talent and celebrating the diverse drivers who define the sport’s present and future.
Rolex and IMSA: A Partnership for the Ages
Rolex’s enhanced collaboration with IMSA reflects shared values of precision, endurance, and pushing boundaries. As the new Official Timepiece of IMSA starting in 2025, Rolex’s role goes beyond sponsorship to represent a deeper commitment to the motorsport world. IMSA President John Doonan remarked, “Rolex is synonymous with innovation, performance, and precision—attributes that make it a perfect choice to become the Official Timepiece of IMSA.”
This expanded partnership builds on decades of collaboration, including being the Title Sponsor of the Rolex 24 At DAYTONA since 1992 and presenting engraved Rolex Daytona watches to class winners. IMSA Hall of Fame inductee Scott Pruett, a five-time Rolex 24 winner, highlighted the synergy: “Rolex and IMSA are united in their dedication to the legacy and future of motorsport. This partnership elevates endurance racing to new heights.”
The Rolex 24 At DAYTONA remains IMSA’s crown jewel, exemplifying the relentless pursuit of technological and athletic excellence. Beyond the race, Rolex continues to set the standard for precision and performance, intertwining its legacy with the very fabric of endurance racing.
Timeless Passion, Unparalleled Performance
From the days of Sir Malcolm Campbell’s record-breaking runs to the cutting-edge GTP machines battling under the lights at Daytona, Rolex’s influence on motorsport is undeniable. The 2025 Rolex 24 At DAYTONA represents a convergence of history, innovation, and sheer willpower—a spectacle for gearheads, racing enthusiasts, and watch aficionados alike. As the green flag waves and the clock starts ticking, every second at Daytona will tell a story of ambition, grit, and triumph.