Collector’s Guide to Rolex Company Logo Dials

Rolex’s market share (and mindshare) of the luxury watch market has been so high for so long that it’s easy to assume they’ve always been on top. In the late 1950’s, Rolex was doing well, but their Submariner and GMT-Master were still fringe products and Rolex still lagged behind Omega. Rolex was looking for ways to drive sales any way they could, and they began accepting special orders for watches with custom logos for events, companies, and government entities. Below, we’ll walk you through every known type of Rolex corporate logo dial.

Manual-wind gold dress Rolexes with corporate logo dials began appearing in the mid-1950’s. Coca-Cola 25 Years Service dials and a 10-Year Safe Driver Air-King for a Greyhound Bus driver have both been found from 1958, so we know Oyster models were also getting the employee service award treatment by the late 1950’s.

Geography of Rolex Company Logo Dial

The USA received the vast majority of Rolex logo dials made for corporations. It’s likely that Rolex was particularly keen to drive sales there because that was a new market for them. Due to an agreement with Gruen–an American watch company that bought movements from the same Swiss supplier–Rolex didn’t have an official American sales presence until the 1950’s!

The country with the second-most company logo dials is definitely Saudi Arabia. Aside from some other Middle Eastern countries (and one Filipino beer company), Asia is absent from this list–as are Australia, Africa, and South America. Well, unless you count Pool Intairdril, a Brazilian-owned oil conglomerate–but their custom Rolexes were for American employees.

Pics of Every Rolex Company Logo Dial

In fact, there are over 20 logo dials from the oil and gas industry! We’ll get to those later. For now, let’s go through all the Rolex corporate logo dials from outside the energy industry.

Rolex Corporate Logo Dials (Non-Energy Industry)

A wide variety of organizations are represented on Rolex logo dials, from charities to insurance companies to beer brands.

100 Club of Houston

If you spend much time driving in Houston, Texas, you’ll surely see bumper stickers for the 100 Club. According to their website, “The 100 Club is a 32,000-member non-profit organization that began in 1953, which provides financial support to the dependents of law enforcement officers and firefighters who are killed or seriously injured in the line of duty in 32 counties surrounding Houston.” The back of each 100 Club Rolex is engraved with the name of the “Officer of the Year”that was awarded it, making these exceptionally special watches.

Aladdin

The logo for Aladdin made its way onto a few rare Rolex dials. Aladdin is an iconic lunchbox brand!

American Heritage International

American Heritage International is a life insurance company. Dials with their logo and “$3000” or “$5000” can be found at the bottom, presumably representing some sort of sales target for their agents.

Anheuser-Busch

The Anheuser-Busch logo looks great on this 16233 Datejust from the late 1980’s. This logo has also been seen on an Oysterquartz model.

Arkansas Best

In a press release, Arkansas Best describes themselves as “a holistic provider of transportation and logistics solutions for a wide variety of customers.” They changed their name to ArcBest in 2014. While Rolex logo dials are commonly found on 36mm Datejusts and various 34mm models, the executives at Arkansas Best in the 1970’s apparently wanted something with a little more style. The Arkansas Best logo only seems to have been put on ref. 1675 GMT-Master models.

Busch Bavarian Beer

Busch was the first brand to sell bottled beer in the United States, and Busch Bavarian was the first Anheuser-Busch product to be sold after Prohibition ended. These “Busch Bavarian Beer” logo dials are quite rare. There are versions with both red and blue outlines around the logo:

Chevrolet

The dials that Rolex made for Chevrolet in 1986 to celebrate their 75th anniversary are not just typical stamped logo dials; they’re fully laser-etched dials. Just one year earlier, Rolex unveiled their Jubilee dials. These Chevrolet dials are a lot like that, but with a repeating Chevrolet logo instead of the word “Rolex.” Their casebacks are inscribed with “Diamond Jubilee Award 1911-1986” and the Chevy logo. Chevrolet also gave some of their employees Rolexes with standard dials; those also have the Chevy logo on the caseback but no mention of an award.

Coca-Cola

From the 1950’s until the 1970’s, Coca-Cola gave gold Rolexes to some employees for reaching 25 years of service. Most have a black Coca-Cola logo along with the words “25 Years Service,” but a few have been found with a red logo:

COMEX

COMEX dials are a bit more noteworthy than ordinary Rolex employee award logo dials. They were were made for Compagnie Maritime d’Expertises, a French specialty diving company with whom Rolex had a special relationship. They actually helped Rolex develop the helium escape valve for the Sea-Dweller! Nowadays COMEX Submariners and Sea-Dwellers are some of the most collectible vintage Rolex divers of all. The first known COMEX dials are from the 1970’s, but examples can be found all the way up to the early 2000’s.

CONCO

“CONCO” is such a generic name that it’s tough to tell exactly which company this logo dial is for, but “CONCO” is also written in Arabic script on top of the logo.

Cummins Sales & Service, Inc.

Cummins makes a wide variety of diesel and natural gas engines.

Dallah Avco

Dallah Avco is an aviation services firm based in Jeddah, Saudi Arabia.

Davey Tree

While many companies whose logos are shown here are undoubtedly defunct now, Davey Tree remains a large and successful tree care company to this day.

Dayton Press Inc.

Dayton Press used to be McCall’s Printing, who also had their own Rolex logo dial.

Domino’s Pizza

Domino’s Rolexes are probably the most asked-about Rolex logo dials of all. Many people are understandably confused when they see the Domino’s logo on a Rolex for the first time, but Rolex and Domino’s indeed had a long relationship. From the early 1980’s until 2022, Domino’s awarded store managers with special Domino’s Rolexes for consistently hitting certain aggressive sales targets.

Franchise owners would receive these watches at a big award ceremony in Las Vegas every year, and then give them to the managers that earned them. Domino’s still does this, but not with Rolex–the “Rolex Challenge” has become the “Omega Challenge!” Domino’s dials often fetch big premiums today, but that wasn’t always the case–before 2014 or so, Domino’s Air-Kings usually sold for less than typical ones!

Most Domino’s Rolexes are 34mm Air-Kings, but ladies’ models were an option too. The Domino’s logo was proudly featured on the dial until about 2004, when the Domino’s logo moved to the bracelet instead. By 2012, a 36mm model (ref. 116000) was offered as well. The rarest variant is surely the short-lived black Domino’s logo from 1991.

Dow Corning Wright

The company “Dow Corning Wright” came to be when Dow Corning bought Wright Manufacturing in 1977. Dow Corning Wright had some expertise in silicone manufacturing and is credited with some medical innovations in the early 1990’s like the “Whiteside Modular Knee” and the “Infinity Hip Implant.” Significant lawsuits related to silicone breast implants ultimately caused Dow Corning Wright to be split back up into multiple companies.

DUBAL (Dubai Aluminium)

If you see a Datejust from the 1990’s with “XXV” written on the dial, that’s actually a dial to celebrate 25 years of employment at Dubai Aluminium–more often known simply as DUBAL.

Ducks Unlimited

According to ducks.org, “Ducks Unlimited is a nonprofit organization established in 1937 to conserve wetland and grassland habitats for waterfowl, communities and wildlife.”

Ferguson Supply

According to the person who inherited this watch, Ferguson Supply “sold road paving equipment in Canada till they were merged with a different construction company.”

Freemasons

While a few variations of Rolexes have been seen with the square-and-compass symbol of the Freemasons on the dial, most of them look like custom aftermarket jobs. This linen dial, however, appears to be a legitimate OEM logo dial.

Fideuram

Fideuram is an Italian bank for wealthy people.

Global Insurance

Global Insurance dials are certainly some of the wildest Rolex logo dials. A stamped logo was apparently not enough to satisfy the executives of Global Insurance, so they opted for full-blown textured dials with a giant embossed globe inside the letter G. Both gold and steel versions exist of this “giant G” dial.

Gramco

Gramco seems to be a livestock feed company based in Springville, NY. Yellow gold Day-Dates with both stamped and applied versions of the Gramco logo have been seen.

Greyhound Bus Lines

Greyhound Bus Lines has an iconic logo that looks great on this “Ten Year Safe Driver” Air-King.

Hallmark

Another American company with an iconic logo that looks good on a Rolex dial is Hallmark. At first people often wonder why there’s an “extra Rolex logo” on these dials, but it’s clearly the Hallmark crown, not the Rolex crown!

Honda

Oyster Perpetual Date models with the red Honda logo have “Honda Bowl ’85” engraved on the caseback. The Honda Bowl was not a sporting event, however. According to Wind Vintage, it was “a sales competition from Honda dealers.”

Imperial

“Imperial” is a company name so vague and common that it’s almost impossible to know who this logo dial was for.

Irby Construction Co.

According to their website, “Irby Construction Company is a premier transmission construction company that has built high-voltage power line projects that span the entire United States.”

Kissing seahorse logo (unknown company)

Can you identify this kissing seahorse logo from the 1950’s? It’s rare to see a logo stamped on a waffle dial.

L.S. Inc. (Liberty Somerville Ironworks?)

In 2017, Christie’s sold a gold 1950’s Rolex with an interesting corporate logo on it.

The case back is engraved “L.E. Green 50th Anniversary L.S. Co.” The logo origin is unknown but it seems to represent “LS Co.” We believe that L.S. Co was Liberty Somerville Iron Works, based in Somerville, New Jersey.

Christie’s

Levi’s Youthwear

These Levi’s Rolexes would probably get more attention from collectors if the logo weren’t specifically for Levi’s Youthwear. Still pretty cool!

Lord Calvert Canadian Whiskey

Lord Calvert makes affordable Canadian whiskey. Distiller.com reviewer Nicole Gilbert notes, “The first whiff of this will have you scratching your head–an extremely banana-scented Canadian whisky? It calls fruity gum to mind…unfortunately, right down to the plastic packaging. There’s an undeniable scent of disinfectant that carries over to the flavor which is almost gin-like and fairly harsh. There’s some spice and brown sugar, but even adding water can’t shake the bitterness.” Bottoms up!

McNeil Akron

McNeil Akron makes cool industrial equipment like rotational molding machines.

McCalls Printing

McCalls printed Cosmopolitan, Hustler, and Redbook in the 1970’s, before they changed their name to Dayton Press.

Nalco

Nalco was an Illinois chemical company that formed via mergers in 1959. “Nalco Water” still exists today as a division of Ecolab.

Optimist International

Optimist International is a worldwide volunteer organization founded in 1919. They have clubs around the world, but their headquarters is in St. Louis, Missouri. Note that this particular model of dress watch, with a gold 33mm Brooklyn-made case and a pie pan dial, was apparently only sold in the US. This reference was often used as an employee service award watch.

Pan Am Airlines

While the Rolex most often associated with Pan Am Airways is clearly the GMT-Master, at least one Daytona was made with the Pan Am logo.

Pearl Lager Beer

Pearl Brewing Company was started in San Antonio, TX in the 1880’s and became part of the Pabst Brewing Company about a century later.

Phoenix Country Club

Phoenix Country Club was founded in 1899 and is still around today:

Premark

Premark was a manufacturing conglomerate with several divisions in various industries. They owned Tupperware for a while, among other brands.

San Miguel Beer

The only logo dial for an organization from the Philippines seems to be this one, made for San Miguel Beer.

SAMAD

SAMAD is a Saudi fertilizer company.

Saudia (Saudi Airlines)

Saudia is Saudi’s national airline. Most Saudia logo dials feature the logo at the bottom of the dial, but like some other logo dials, there’s an “XL” version with a large central logo.

SNAS

SNAS is Saudi’s cargo airline. On some dials, the word “SNAS” is spelled out under the logo, while others have Arabic script.

Seagram’s

Gray & Sons found an amazing solid gold corporate award Rolex ref. 1503 with only the words “Seagram’s President’s Council” and “T Swiss T” on the dial. That’s it–not even the word “Rolex.”

Sligo Steel

This interesting “SLIGO” logo belongs to Sligo Steel out of St. Louis.

Spruceland Millworks

Spruceland Millworks is a paper company based in Alberta, Canada.

Texas Instruments

Texas Instruments makes a lot more than just popular calculators for high schoolers. In the 1950’s they developed the first commercial silicon transistor, and the first transistor radio. They’re still active selling semiconductors today.

Tide

This classic Tide logo, with “Symbol of Quality” written in cursive, is surely one of the more desirable Rolex corporate logo dials.

United Guaranty

United Guaranty is an insurance company. Their residential services arm is called “Arch MI” and they’re still in business today.

Wetterau Foods Inc.

G. H. Wetterau & Sons was a successful American grocery distributor in the early 20th century. The company became “Wetterau Foods” when they went public in 1961.

Winn-Dixie 10 Years Safe Driver

Winn-Dixie is a successful Florida-based grocery store chain with well over 500 locations today. They used to give 10-year safety award Rolexes to their drivers. Their logo was updated in the mid-1990’s.

Winn-Dixie 10 Years Protective Maintenance

Drivers weren’t the only Winn-Dixie employees to get Rolexes for 10 years of service. Members of the “Protective Maintenance” team received these, which seem to be rarer.

Woods Industries

Woods Industries apparently used to make electric products like extension cords in Indianapolis, IN.

Wyatt USI

Wyatt Metal Boiler Works was founded in Texas in 1917. They merged with U.S. Industries, Inc. in 1968 to form Wyatt USI.

Unidentified Anchor Hexagon logo

It has been suggested that this is a logo for the Merchant Marines, or perhaps for some country’s navy. However, nothing conclusive has been determined about these anchor-in-a-hexagon-of-rope logo dials:

For More on Rolex:
Rolex Releases the “LeMans Daytona” 126519
Best Alternatives to the Rolex Submariner
A Look at the Best Entry-Level Rolex Watches

Rolex Corporate Logo Dials From the Oil and Gas Industry

We’ve now shown you every known Rolex company logo dial, except for those in the oil and gas industry. Saudi Arabia and the United States are the most heavily represented countries when it comes to Rolexes with energy company dials. While drilling companies are the most common, there are also logo dials for gas companies, refineries, plastic producers, etc. Let’s go through all of them!

ADWOC (Arab Drilling & Workover Company)

The Arab Drilling & Workover Company does both on-share and offshore drilling. They’re based in Tripoli, Libya but have a UK arm as well.

Al-Bilad

Al-Bilad provides services to the oil and gas industry in Saudi Arabia. They also run a hotel. Al-Bilad logo dials can be found on both men’s and ladies’ models.

BANOCO (Bahrain National Oil Company)

This clever lowercase-b logo is for BANOCO, the Bahrain National Oil Company.

Brown Oil Tools Inc.

Brown Oil Tools of Houston, TX had a cool diamond logo. Due to all of the mergers and acquisitions in the energy industry, it’s hard to know if old companies went defunct or simply became part of other corporations.

Cardinal Drilling

Based on oil industry data it seems Cardinal Drilling was active in North Dakota from the 1950’s until the early 2000’s.

Circle Bar Drilling Company

According to the Liberty Beacon, Patrick F. Taylor grew up as a poor kid in Texas, got kicked out of his house at age 16, and went to Louisiana State University because tuition was free there at the time. He got his petroleum engineering degree in 1959. In 1974, he co-founded Circle Bar Drilling along with John Mecom Sr. Circle Bar was sold in 1979. Taylor went on to found another energy company which ultimately made him a billionaire.

Deepwell Service

There is still a company with a Columbia, MS location called “DeepWell Energy Services” but it’s unclear if that company is related to this dial:

Diamond Alkali

Diamond Alkali was a chemical company founded in 1910 in West Virginia. If you ever saw a Diamond Shamrock gas station, well, that’s the company that resulted from Diamond Alkali merging with Shamrock Oil and Gas in 1967. While service award Rolexes were often given upon 25 or 30 years of employment, this Diamond Alkali watch was awarded for 40 years of service at the company.

Diesel Power Company

It’s hard to find much info about a company with a name as generic as “Diesel Power Company,” but their blue peapod logo looks interesting on this gold Oyster Perpetual.

Gulf Oil Drilling

Gulf Oil Drilling, sometimes called “GO Drilling” by those who worked there, gave Air-Kings to some of their employees in the late 1960’s and early 1970’s for hitting certain safety targets. “Safety Award” is inscribed on the caseback along with the employee’s name.

Halliburton

Halliburton is an American conglomerate with well over 50,000 emloyees worldwide. They’re huge in the fracking business and have their tentacles in many aspects of the energy business.

Halliburton Oilfield Services

The logo dials made for Halliburton Oilfield Services were a bit less bland than the standard Halliburton dials. Some versions were made for 10 years of service, while others were made for 30. The 30-year version uses the letters of the word “Halliburton” as hour markers 1-11, and “30 Yr” as the 12 o’clock marker.

Jeddah Refinery

Jeddah is a coastal Saudi Arabian city. The Jeddah Refinery, owned by Saudi Aramco, operated from 1967-2017.

Mid-Continent Supply Company

Mid-Continent Supply Company sold equipment to oil operators in New Mexico and Texas. “Wherever there is oil–you’ll find the blue neon derrick sign symbolizing service and supply,” said their advertisements.

Tudor: Carrying the Logo Dial Torch

Pioneer Gas Products

Pioneer Gas Products was eventually bought by T. Boone Pickens. Before that, they would give out award Rolexes like this one to longstanding employees.

Pool Intairdril

Although Pool Intairdril was an oil conglomerate based in Brazil, their famous globe-in-a-P Rolexes mostly seem to have been given to American employees. These occasionally get mistaken for Pan Am dials. Pool Intairdril Air-Kings were given as employee service awards, and the rarer Pool Intairdril Oyster Perpetual Date models (with a red “i” that sometimes fades to gold) were awarded to the “Rig of the Year” winners.

Quarles Drilling Corp

Quarles Drilling is no longer an active company, but they used to operate in Louisiana.

Samarec

Samarec was a Saudi oil company that later merged with Aramco. Like the SNAS dials, these can be found with the company name in Arabic as well as English.

Saudi Industrial Resins

Saudi Industrial Resins is “the leading supplier of unsaturated polyester resins and vinyl ester resins in the MENA region” according to their website.

Sweetwater Drilling Co.

Sweetwater Drilling Co. used to produce oil and gas in Texas, but they’re no longer active.

Tenneco

Tenneco was formerly the Tennessee Gas Transmission Company.

Tucker Drilling Company

Tucker Drilling drilled for oil and gas in Texas in the 1990’s.

Although Rolex logo dials are a thing of the past, and even the most recent logo dials are knocking on the door of “vintage” status, Rolex’s sister company Tudor is proudly carrying on the tradition. You don’t need to be Ed Sheeran or the Emir of Qatar to order a batch of custom Tudors (although they both have). Batches of Tudors with logo dials have been made for organizations like the Automobile Club of San Marino, the Cars & Chai meetup group, Air France, and Nyman Jewelers–not to mention the several military Tudor watches seen with squadron insignias.

More to Be Discovered?

Although we’ve scoured the internet for every Rolex logo dial we could find, new unknown ones still pop up on ebay and social media from time to time. Have you seen a Rolex with a company’s logo on the dial that you don’t see here? Tell us in the comments! Whether it’s a worldwide brand like Coca-Cola or a local paper company, these logo dials always represent an interesting little piece of history.

More Rolex Collector’s Guides:
Collector’s Guide to Rolex Dials
Collector’s Guide to Rolex Bezels
Collector’s Guide to Rolex Nicknames