Rolex And Sebring: An Enduring 25-Year Partnership
The road to victory is unpredictable at Sebring International Raceway, and as day turns to night, Rolex is counting every second.
The “12 Hours of Sebring” is a momentous occasion every year. Racing fans all over know that this highly anticipated full-throttle event kicks off the spring racing season — historically, the third Saturday in March is the day of the famous race.
On Saturday, March 15, 2025, the Rolex clock at Sebring International Raceway began its 12-hour countdown at 10 a.m. ET, marking the start of the 73rd Mobil 1 Twelve Hours of Sebring in Florida.
As the clock ticked down, the excitement in the air was palpable, as the race brought together eager fans and a diverse field of drivers, cars and manufacturers from around the world. The race commenced with the roar of engines and the screech of tires, and the drivers pushed their cars to the limit lap after lap. Throughout the entire 12 hours, teams had to quickly strategize their pit stops and on-track battles, all while racing under the relentless Florida sun and into the dark of night.
The uneven surface and gruelling conditions of the highly technical 3.74-mile track make the 12 Hours of Sebring at the Sebring International Raceway one of the the most demanding and rewarding races in the world. | Photo Courtesy Of Rolex
More notably, this year marked the 25th anniversary of the Swiss watchmaker becoming the official timepiece of this 12-hour contest as well as the raceway itself. This is a testament to the brand’s continued loyalty to the racing world, as it has supported the unrelenting demands of endurance racing since the 1960s.
Tom Kristensen, the record six-time winner of this legendary race, says, “Sebring is incredibly demanding, punishing both the car and driver. It is a bumpy circuit that constantly changes; it can be smooth and grippy one moment and sandy and unpredictable the next. More than four hours are raced in almost complete darkness, which adds another layer of complexity. The bumps, the demanding conditions and the unpredictability make it one of the most unforgettable races on the calendar. At Sebring, it’s never over until it’s over.”
The timing in this race, as in life, is crucial. The Rolex clock at Sebring offers more than just time; it illustrates the significance of both the endurance required for the race and the precision for which Rolex is renowned. In any race, every second counts, and Rolex takes pride in its responsibility of being the sole timekeeper and as the time-piece brand that embodies high precision and longevity.
