The "new" Cosmograph Daytona was launched in 1988, for the first time with an automatic movement that immediately caused a sensation among the Rolex enthusiast public: waiting lists grew longer at many retailers and this model marked the beginning of Daytona collecting. In the 1990s, the company changed the public perception of the brand by going beyond its original image as a "professional watch company" and fully embracing the luxury market.The Daytona Primero takes its name from the movement it was powered by, namely the 4030 calibre, a Zenith El Primero movement modified by Rolex. Since its launch, the automatic Daytona has become and remains a must-have for every Rolex collector.