CINEMATIC CROWN
Rolex is a name omnipresent not only in the world of watches, but in numerous other forums as well – and that includes the world of film
With its mighty green and gold logo, Rolex is a name that’s been forever ingrained in the public consciousness. Asking someone about their first watch, aficionado or otherwise, is always a fascinating query, setting into motion an assortment of tales that are unique and momentous. And for many, the gleeful answer is: “A Rolex!”
Rolex boasts more than a century on the market and has garnered a steady following, adding quite a few famous faces to its family along the way. Rolex Testimonees, as the brand dubs them, flock in from extremely diverse backgrounds. The realm of sport is always at the forefront of partnerships; however, others include those in the fields of science and exploration, as well as arts and culture.
Cinemat ic endeavours have seen Rolex gracing the wrists of some of the most celebrated actors on the big screen and it has become a firm favourite among directors. Through its partnerships, Rolex aims to preserve the profoundly delicate process of storytelling while striving to excel and innovate. Its film testimonees comprise some of the most highly recognised names in the industry, including Kathryn Bigelow, James Cameron, Alejandro G Iñár r itu and Martin Scorsese, all selected for their commitment to perpetual excellence in filmmaking. Between these four directors, who have forever transformed the world of cinema, their films have collectively won 57 Academy Awards.
For the Academy Awards, the brand has designed and hosted the Greenroom at the Dolby Theatre since 2016. This year, it impressed guests with an aquatic theme that referenced Rolex’s Perpetual Planet campaign, which works towards preserving the oceans by expanding partnerships with individuals, institutions and organisations that encourage exploration and protection of the environment. Rolex has also been the Exclusive Watch of the Academy of Motion Picture Arts and Sciences and a Proud Sponsor of the Oscars since 2017. In 2018, the brand went on to support the Governors Awards, hosted by the Academy to honour lifetime achievement in the industry.
With an aim of preserving the cinematic arts for future generations, Rolex also acts as a Founding Supporter of the Academy Museum of Motion Pictures. Located in the heart of Los Angeles, this 50,000sqft space contains exhibition galleries that take visitors on a journey into the art and science behind the moving image, and is set to open later this year.
This voyage into the film partnerships of Rolex merely scrapes the surface – the range is astounding, and there’s no doubt the brand will continue to seek out even more areas to explore and support. Lights, camera… action!