Mark Twain was often fond of saying that “the truth is stranger than fiction,” and the reason that this saying has become a time-tested adage is simple – because it is true. Occasionally, Rubber B will occasionally come across a narrative that fits into this category, and even though we are, first and foremost, producers of high-quality custom rubber watch straps, we also believe in the importance of educating people about the world of horology. As such, when the opportunity to tell an unusual and humorous story comes to our attention, we will take full advantage of it.
The story of the Domino’s Pizza Rolex is one of the more interesting ones in recent memory where watchmaking is concerned. The watch is a standard-issue Rolex Air-King, with one notable exception – it is branded with the Domino’s Pizza logo on the bracelet. To fully understand how a collaboration between one of the world’s most respected watchmakers and Domino’s came to be, however, requires a little bit of context – and an understanding of the philosophy of one Mr. Tom Monaghan.
Who is Tom Monaghan?
While Tom Monaghan’s name might not be immediately recognizable to you at first glance, we assure you that you are very familiar with his work. He is the co-founder and first CEO of Domino’s Pizza, which started as a small pizza parlor in Ypsilanti, Michigan, and became one of the largest fast-food chains in the world within a few decades.
Why Did Rolex Produce a Branded Watch For Domino’s?
One of Tom Monaghan’s key philosophical tenets was that he did not view himself as an overlord of his employees. He believed that every person working at Domino’s could replicate his success, especially his franchisees. He was an early proponent of positive reinforcement as a corporate management tool, and often incentivized his employees to be productive by giving them the same luxury goods that he himself often wore – in some cases, quite literally.
This philosophy can be further expounded upon in a passage from his 1986 autobiography, Pizza King. According to Mr. Monaghan, “I wore a Bulova with our Domino’s logo on its face. A franchisee asked what he had to do to get that watch from me, and I told him, ‘Turn in a twenty-thousand-dollar sales week.’ He did it.” Monaghan honored the agreement and gave the man the watch right off of his wrist.
This resulted in an annual program among Dominos owners known as the “Rolex Challenge.” The price has changed with inflation over the years, so as it currently stands, a store must turn in $25,000 in sales a week, for four consecutive weeks, to win the specially branded Rolex. For context, it is estimated that an average Domino’s store grosses $17,000 a week in sales, so the challenge is difficult, though not impossible, to achieve.
The program is known for being a highly successful one among employees of the company. One store owner, Hannah Lantz, is quoted as saying “As soon as I realized the challenges were attainable, I started to work hard for them. I have won five times, including at the $45,000 and $50,000 level. Fifty thousand dollars is a lot of pizza per week. It required growing the staff and more preparation.”
This is not only a fascinating story of a successful management strategy being implemented in a positive fashion but also about an instance where two brands who, theoretically, would never cross paths in any other instance managed to work together to create something unique. That is not something that is seen nearly enough in today’s corporate environment, and it is something that should be celebrated and attempted far more often.
Are There Other Companies Who Give Out Branded Rolexes To Employees?
As it turns out, the answer to this question is yes, there are. Two of the more prominent examples of this are Winn-Dixie and Coca-Cola – however, these watches are only given to employees after a certain number of years of service, and have nothing to do with how much revenue they generate for the company.
Looking for a Custom Rubber Watch Strap For Your Rolex Timepiece? Visit Rubber B Today
If you are in need of a custom rubber watch band for your Rolex or another luxury timepiece, Rubber B has a wide variety of styles and colors to choose from. For more information on our complete selection of products, simply visit our website to learn more.
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