The association between Rolex and cinema has shone for several decades. It’s in the seventh art that the brand has found one of its most enduring partnerships, and it’s on the big screen that it introduces itself to the world. A stage without borders.
The union between the famous maison and the world of cinema translates into a perfect symbiosis. Throughout the history of cinema, numerous filmmakers have combined artistic talent with exemplary technical mastery, so it’s no surprise that Rolex has made appearances in various films over the last decades. And this connection extends beyond the big screen: many iconic watches from the brand have also earned a place behind the scenes. The enduring partnership between the Swiss manufacturer and the seventh art has ensured, and continues to ensure, a prominent role that Rolex has known, and continues to know, how to interpret well. Its watches have been protagonists on the wrists of legendary characters, including in Oscar-winning masterpieces, and by supporting artistic and technical excellence within one of the most cross-cultural disciplines, the brand fosters the preservation and transmission of cinematic arts, promotes the art of craftsmanship, and celebrates progress alongside legendary names like Martin Scorsese and James Cameron, joined by emerging talents.
The magic of cinema
It happens when the creator’s original vision meets the necessary skill to come to life on the big screen. Behind the scenes of the greatest cinematic masterpieces, this alchemy not only influences our behavior and lives but also shapes global culture. By joining forces with the Academy of Motion Picture Arts and Sciences, Rolex consolidates its position as a patron of the arts. As a result of this connection, the brand plays an important role in the Oscars and Governors Awards ceremonies, as well as supporting the Academy Museum of Motion Pictures, based in Los Angeles. In line with this position, the brand supports established cinema names and young talents, encouraging the transmission of knowledge in cinematic arts through the Rolex Mentor and Protégé Arts Initiative project.
There were two significant moments in 2017 that solidified the partnership between Rolex and the film industry: Martin Scorsese joined James Cameron as a Rolex ambassador, and in the same year, the brand became a partner of the ultimate authority in the film industry, the Academy of Motion Picture Arts and Sciences. Both institutions are guided by the same principles: the pursuit of excellence, the promotion of talent, the encouragement of progress, and the importance of passing on knowledge to future generations. Since then, Rolex has sponsored the Oscars ceremony, typically held at the Dolby Theatre in Hollywood.
A longstanding connection
History, however, proves that its determination to support the arts has been happening for many decades: in 1926, Rolex founder Hans Wilsdorf introduced a revolutionary waterproof wristwatch, later perfected and now an icon of the brand: the Oyster. A few months later, the public would witness, to their delight, “The Jazz Singer,” the first sound film. Together, these moments marked the masterful debut of modern cinema and watchmaking; in 1931, Rolex introduced another visionary advancement, the Oyster Perpetual, the first waterproof self-winding wristwatch equipped with the Perpetual rotor — a time when cinema sees the debut of color on screens. Since then, the maison and cinema have been in tune with progress, continuing to inspire audiences and the public in general, through various manifestations and marketing strategies, introducing us to the most distinctive and technologically advanced timepieces on the wrists of renowned cinema figures, but also supporting events and organizations to safeguard a discipline that knows no boundaries.
Rolex also plays the role of the official host of the Greenroom, the Oscars’ antechamber. Nominees and presenters gather in this space before and after taking the stage at the ceremony, some of them returning with the coveted statuette. Each year, Rolex designs a unique immersive experience and updates the decoration of its Greenroom. In line with this positioning, Los Angeles saw the inauguration in 2021 of its own cinema museum — the Academy Museum of Motion Pictures — the largest institution dedicated to the seventh art in the United States, with the founding support of Rolex. With a total area of 28,000 m2, the remarkable architectural work combines a futuristic concrete and glass sphere, designed by Pritzker Prize winner Renzo Piano, with a remodeled 1930s department store. The museum includes 4,500 m2 of exhibition galleries, two theaters, an educational studio, and event spaces. Among the artifacts on display are the shark from the film “Jaws” by Steven Spielberg, the toys from “Toy Story,” and pieces evoking cult directors such as Alfred Hitchcock or George Lucas. On the third floor, the interactive Rolex Gallery presents Cinema Stories, a central exhibition revealing different facets of cinematic art. Here, visitors have the opportunity to contemplate Paul Newman’s Oyster Perpetual Cosmograph Daytona, a gift from his wife, Joanne Woodward, in 1972, with the inscription “drive carefully me” engraved on the back, just before the actor embarked on his racing career.
