Matinee Moments
Just like cinema, Rolex too has done its fair bit to enliven moments and it is this passage of time that has enshrined the brand’s close ties with the world of cinema. Its watches have played their own role on the wrists of legendary characters in various films, including multiple Oscar-winning masterpieces. The brand has encouraged the preservation and transmission of the cinematic arts, promoting excellence and celebrating progress by accompanying living legends as well as budding talents through its Testimonees (Martin Scorsese and James Cameron), its partnership with the Academy of Motion Picture Arts and Sciences (the institution, the awards and the Academy Museum in Los Angeles) and the Rolex Mentor and Protégé Arts Initiative. In addition, Rolex develops an original decor for the Greenroom——the antechamber of the Oscars® that welcomes nominees and presenters before and after stepping onto the stage. The inspiration for this year’s theme comes from Hollywood and its major studios. Decorative wall panels in an Art Deco style organise elements from Rolex watches into mosaics to reproduce the Los Angeles skyline, notably Hollywood, the Academy and the Academy Museum of Motion Pictures. “The meticulous care that goes into the making of a Rolex watch, the attention we pay to the tiniest detail and our constant pursuit of excellence are all present in the Greenroom. They mirror the subtlety, the precision and the magic of film,” says Arnaud Boetsch, Communication & Image Director at Rolex.
—By Chumki Bharadwaj