It works like this: Each time a user shares, say, an image of a Rolex Daytona, he will get a link with a unique referral code.

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He has competed in the 24 Hours of Le Mans and the Rolex 24 At Daytona.

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When the grueling 2013 Rolex 24 endurance race kicks off at Daytona International Speedway on Jan. 26, the field will include three Mazda6 race cars powered by an unusual type of renewable fuel.

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On the other end of the spectrum, Rolex celebrated the 50th anniversary of a classic: the Oyster Perpetual Cosmograph Daytona, famously worn by Paul Newman.

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