Rolex And Cinema
Rolex Deepens Its Commitment To Perpetual Excellence In Cinema
Rolex and cinema are inextricably linked through a remarkable history. For decades, Rolex watches have appeared in films, voluntarily chosen by film directors for the qualities they reflect: they are synonymous with toughness, precision and an unremitting aspiration to be the best. On a character’s wrist, a Rolex makes a powerful cinematic statement. Today, the brand embraces storytelling
at its finest. Through its partnerships, Rolex aims to support the art of filmmaking and preserve the history of film while championing those who break boundaries and inspire in the world of film.
Creating these long-term partnerships with individuals and organizations that recognize and uphold excellence is part of Rolex’s ethos, instilled by the founder of the company, Hans Wilsdorf. Since 2017, Rolex has been the Exclusive Watch of the Academy of Motion Picture Arts and Sciences, organizers of the Academy Awards®, and Proud Sponsor of the Oscars®, the most prized recognition of cinematic excellence. Additionally, in 2018, Rolex supported the Governors Awards, a presentation hosted by the Academy that honors lifetime achievement in the film industry. The brand has also hosted the
Greenroom at the Dolby Theatre® since 2016, this year treating its guests to an aquatic theme, a reference to Rolex’s Perpetual Planet campaign that aims to preserve the oceans by expanding its partnerships with individuals, institutions and organizations that promote exploration and the protection of the environment.
This year, Rolex has two other artistic links with the Oscars®. During the In
Memoriam segment of the ceremony, acclaimed Venezuelan conductor and Rolex Testimonee Gustavo Dudamel conducted the Los Angeles Philharmonic, which has also been associated with Rolex for many years.
“The formalization of the relationship with cinema reflects the spirit upon
which Rolex was founded and that runs through all of the company’s activities,” says Arnaud Boetsch, Rolex Director of Communication and Image. “For the brand, perpetuating excellence, whether in creating the finest timepieces, or in supporting the art of filmmaking, is a concept that underpins all that Rolex has stood for − for more than a century.”
Rolex’s support for the craft of filmmaking extends to partnerships with some of the world’s most accomplished directors. Film Testimonees Kathryn Bigelow, James Cameron, Alejandro G. Iñárritu and Martin Scorsese parallel the brand’s quest for perpetual excellence. The four directors have collectively won 57 Academy Awards®. These masters of their craft break boundaries and inspire through ideas and stories that expand our world.
The Testimonees also pass the benefit of their wisdom to new generations of filmmakers. In a Rolex film that was broadcasted during the Oscars® ceremony, the four directors wrote letters to young
filmmakers, encouraging them to believe in the force of their own convictions as storytellers. “Use your gifts to reach beyond your wildest imagination. Make a difference in this world,” said Kathryn Bigelow. Alejandro G. Iñárritu added, “When you explore and share your human experience through images, you will share with the world the mystery of those things that can only be felt, and not said. Transcend your reason and follow your intuition.” James Cameron exhorted young filmmakers to listen, “A confident filmmaker is open to ideas, from those around you, and from those above. Know when lightning strikes and be quick to bottle it.” Martin Scorsese addressed young filmmakers who are “burning” to tell a story. “Don’t be afraid to try anything, no matter how crazy it might seem to others,” he said.
Rolex is also assisting in the transmission of the cinematic arts to future generations, by contributing to the preservation of cinema history as Founding Supporter of the Academy Museum of Motion Pictures. The Museum, designed by leading international architect Renzo Piano, is under construction in Los Angeles and is due to open later this year. Located in the heart of the film industry in Los Angeles, the Museum, which will have 50,000 square feet of exhibition galleries, will be the pre-eminent institution exploring the art and science of the moving image. Rolex will host a gallery featuring films in which the brand has played a role.
Through the company’s mentoring program, young filmmakers receive oneto-one guidance from some of the world’s greatest filmmakers. The Rolex Mentor and Protégé Arts Initiative, which was set up in 2002, contributes to the arts by helping to ensure the world’s artistic heritage is passed on to the next generation. Past mentors in film include luminaries such as Martin Scorsese, Alejandro G. Iñárritu, Walter Murch, Stephen Frears, Mira Nair, Alfonso Cuarón and Zhang Yimou.