Son of elite Dallas jeweler wins 2017 ROLEX 24 Hours of Daytona Prototype Challenge

Carrying the ROLEX line for more than 25 years in his family’s fine jewelry salon, Texas-based de Boulle Diamond & Jewelry, Nick Boulle just did what no other retailer has done. Nick became the first Rolex retailer to win the 2017 ROLEX 24 Hours of Daytona Prototype Challenge.

Billed as notoriously harsh on both driver and vehicle, this endurance race kicks off the racing season with a grueling 24 hour, no-breaks-allowed contest decided by who has crossed the finish line the most times after two trips around the clock. Teams of up to five drivers compete in four car categories mixing professional drivers and pro-am groups on the course at the same time. The teams average 650 laps and 2,300 miles – it’s a mental and physical behemoth.

But 26 year old Nick Boulle approached this challenge like he does most everything in life, with passion, perfection and high standards. Driving the No. 38 Performance Tech Motorsports Oreca FLM09, Boulle and his teammates finished 22 laps ahead of their closest competition at the January 28th and 29th event. The open-cockpit, carbon fiber chassis car weighed a mere 1990 pounds and hit top speeds of nearly 190 mph as the team, billed as one of the youngest in the history of the race, battled unseasonably cold, wet weather. Equipped with more than 450 horsepower, the FLM09’s power was matched only by the determination of Nick and his teammates.

“Taking the class win in the ROLEX 24 Hours of Daytona is a dream come true for drivers across disciplines of motorsports from NASCAR, WEC and Indy car,” Boulle said. “There’s no such thing as an easy ride at a race like this, but everyone performed flawlessly. We did take a few risks to win, but our strength was in our preparation and consistency. I can’t wait to see what else this result leads to next for de Boulle Motorsports, Clover Partners, McFadden & Miller and Palmares Energy.”

Picking up his father’s love of cars, Nick began racing go-karts at age 12 and posted incredible results racing as a Volkswagen Junior Driver in national events by the time he was 20. But for the past several years racing took a back seat to his growing social media business and his family’s jewelry business. Growing up in the store means an intimate appreciation for creating a welcoming, home-type atmosphere, complete with sitting area, stocked bar and fireplace, a far cry from the tight, restricted space in a race car. 

The de Boulle stores are known for marrying high-end cars with high-end lines as the family recently opened their second store in Houston with a dedicated showroom for world-renowned Swiss watchmaker Patek Philippe. They also craft their own custom, handcrafted de Boulle line. And, if that weren’t enough incentive to drop by, the 30 year old retailer recently added Holland & Holland, a renowned gun maker supplying firearms to heads of state, famous hunters and even the Royal family, to their accomplishments.

Nick has grown up in the store finding his sport in the business while, at the same time, finding connection with their car aficionado patrons. He explains, “Whenever beautiful, high-end cars pull up in front of the store we go out and take pictures and post to our social media and we always get tons of likes.”

But, at the end of the day Denis, Karen, Nick and his sister Emma, agree that working together as a family while honoring your passion is just about as blessed as they can get.

Congrats to Nick Boulle and his entire Performance Tech Motorsports team!

de Boulle Diamond & Jewelry’s beautiful new Houston store.