Ayo & Teo, brothers Ayleo and Mateo Bowles from Michigan, first built a following posting dance videos online before releasing Rolex in 2017. The track spread through dance challenges and short form clips, where its simple, repeatable hook made it easy to copy and remix. It reached the top 20 of the Billboard Hot 100 and became closely linked with watch reveals and flex culture online. Short excerpts like this one still circulate because the opening hook identifies the song immediately, even without the verses or full choreography.