Today Rolex has a marquis presence in the sport. In 2013, Rolex became a Global Partner and Official Timepiece of Formula 1, the pinnacle of motor sports. Like Rolex, Formula 1 is present the world over, with 21 races organized in 21 countries across five continents. Being both the Official Formula 1 Racing Timekeeper and Official Timepieces of Formula 1 is big achievement and the role had previously been occupied by brands like Jacques LeMans, Tag Heuer, and most recently Hublot.

Since the 1960 s, Rolex invited racing legend Sir Jackie Stewart to join the Rolex outstanding representative team, who was one of the most famous drivers enjoying great reputation in the filed of Formula One in the past forty years. Sir Jackie Stewart for three times won as formula one championship, respectively in 1969, 1971 and 1973, and 27 times won the championships in the Sub-station.

Rolex brand since the 1930 s has been wedded in the competition of several prominent drivers, including Sir Malcolm Campbell, who was driving in 1935 when the world land fastest speed record holder "Bluebird" broke the record of per hour 300 MPH (483 km/h), and Sir Malcolm Campbell was wearing Rolex Oyster Perpetural replica to finish the event and won the event.

In 1959, the Rolex brand established relations of cooperation with the Daytona International Speedway. A few years later, Rolex engraved the "DAYTONA" on the watch dial of the classic Rolex daytona  which is specially designed for racing drivers. Since then, Rolex’s cooperation with the car industry is more and more close. Since 1992, the Rolex named sponsorship in the Rolex 24 At Daytona which was hold in Florida, and in 2001 become the hour timing chronograph of the world's oldest car endurance - 24 Hours of Le Mans.