Rolex and cinema
Through its Perpetual Arts Initiative, Rolex celebrates excellence in cinema, upholds its cultural legacy and nurtures rising talents. The brand promotes progress by accompanying living legends as well as young talents through its Testimonees, which include Zendaya, Leonardo DiCaprio, Martin Scorsese, James Cameron and Jia Zhang-Ke.
Through long-standing partnerships with crucial institutions such as the Academy of Motion Picture Arts and Sciences, Martin Scorsese’s The Film Foundation and the UK’s National Film and Television School, the brand supports the cinematic arts and encourages the transmission of knowledge across generations.
Writing history side by side
In 1926, the founder of Rolex, Hans Wilsdorf, invented a revolutionary waterproof wristwatch that made headlines – the Oyster. Just months later, audiences marvelled at The Jazz Singer, the first ever talkie. These two moments in time signalled the arrival of both modern filmmaking and modern watchmaking.
In 1931, Rolex introduced another visionary breakthrough to the Oyster: a self-winding mechanism with a free rotor, named the Perpetual rotor. Meanwhile, cinema saw colour make its big-screen debut.
From then on, Rolex and cinema would always resonate with the times. Today, they continue to share a quest for excellence, innovation and progress, which encourages the greatest aspirations.
Rolex on and off‑screen
Decade after decade, a growing cast of artists would wear a Rolex on-screen. As their watch of choice, the greatest actors and directors would, in turn, reflect on the watch and bestow it with their own charisma and flair. After being a guest star on their wrist, both in front and behind the camera, Rolex would soon take on a starring role.
What do the different Rolex watches tell us about the characters who wear them?
A watch, a character
Rolex watches enrich the identity of the characters who wear them with their powerful symbolism. When an actor chooses to wear a Rolex watch, its presence on their wrist lends the character a possible history, past and destiny. Thanks to these watches and their screen presence, Rolex is indissociable from the world of film.
Rolex aims to celebrate and support those at the pinnacle of their disciplines, uphold cultural legacy and cultivate rising talents who will reach new heights in the future.
Rolex and Hollywood
In 2017, two major events would cement the longstanding association between Rolex and the film industry. Firstly, director Martin Scorsese joined James Cameron as a Rolex Testimonee. The same year, the brand sealed its partnership with the film industry’s highest authority, becoming the Exclusive Watch of the Academy of Motion Picture Arts and Sciences. Rolex also became Proud Sponsor of the Oscars®, and, in 2018, Exclusive Sponsor of the Governors Awards. The brand is a Founding Supporter and Official Watch of the Academy Museum of Motion Pictures that opened in Los Angeles in September 2021.
In 2024, Rolex started to support the Student Academy Awards and the Academy100, which is designed to expand the institution’s worldwide scope by: funding programmes that enable world-class film exhibitions; producing digital content; and training of diverse global film artists, among other aspects.
The Academy’s mission is to honour all aspects of the film industry, preserve its legacy for future generations, spark inspiration, and connect global audiences through their passion for cinema. The convergence of values between Rolex and the Academy underscores their long-term partnership.
Also in 2024, the United Kingdom’s world-leading National Film and Television School was added to the list of institutions that Rolex supports to promote arts education. Acclaimed Chinese filmmaker Jia Zhang-Ke and Oscar®‑winning actor Leonardo DiCaprio also became Rolex Testimonees.
In 2025, Zendaya became cinema’s latest global talent to join the Rolex family.
