Rolex And The World Of Cinematic Arts: A Timeless Partnership In Front Of The Camera And Behind The Scenes

In celebration of this year’s Oscars ceremony, we look at Rolex’s enduring relationship with the world of cinematic arts. Extending far beyond its timepieces featuring in films, the brand actively champions the craft by endorsing artistic and technical mastery in filmmaking.

In 1926, Hans Wilsdorf, the visionary behind Rolex, unveiled a revolutionary water- and dust-proof wristwatch that would capture the world’s attention: the Oyster. Less than a year later in 1927, the cinematic landscape was forever transformed with the debut of The Jazz Singer, the inaugural film to feature synchronised sound for dialogue, marking the end of silent movies and the dawn of the talkie. Both pioneering achievements signalled the advent of modern horology and filmmaking. 

Rolex made history once again in 1931 when it presented the game-changing Oyster with the Perpetual rotor, an ingenious self-winding mechanism that did away with manual winding and was instead driven by the wearer’s movements. The following year, Disney Studio’s Flowers and Trees was the first animated film to use the three-colour Technicolor method and also the first movie to win the Academy Award for Best Animated Short Film. It’s clear that the paths of Rolex and the cinematic arts have been indelibly linked since, each continually striving for excellence, innovation, and advancement. 

This year’s Rolex campaign highlights the watches that have played incredible roles on the silver screen over decades. From embodying every fibre of the character’s being to vital storytelling tools that add subtle layers of emotions to enhance iconic scenes, these watches have immortalised themselves in the audience’s memories, just like the characters we know and love.

For nearly a century now, Rolex watches have played cameo roles on the wrists of legendary Hollywood actors, adding powerful symbolism and depth to the characters they bring to life. However, the story of how the manufacture’s watches made their way into film began organically. The first great actors did so spontaneously because the brand’s timepieces lent power and a notion of success to a character they portrayed. Instead, they were the deliberate choices of filmmakers or actors, who recognised in these watches a representation of subtle fortitude, success, and a sophisticated sense of style. 

The Rolex Mentor and Protégé Arts Initiative

Behind the scenes, Rolex encourages the preservation and transmission of the cinematic arts with its Rolex Mentor and Protégé Arts Initiative. Recognising the importance for excellence to be passed on from one generation to the next, Rolex champions the continuity of cinema through this initiative by pairing promising young artists with distinguished mentors for a period of two years.
 
The programme offers an opportunity to up-and-coming filmmakers, who have made their mark at festivals or are on the Oscars’ shortlist, to be guided by luminaries in the field, such as Mira Nair, Stephen Frears, Martin Scorsese, Walter Murch, Zhang Yimou, Alfonso Cuarón, Alejandro G. Iñárritu, Spike Lee, and Jia Zhang-Ke. Supported by Rolex, these mentorship pairings foster enduring creative relationships that extend beyond the programme’s duration.

Rolex and Hollywood 

Rolex’s bond with Hollywood was further strengthened in 2017 through its formal association with the film industry’s foremost institution, the Academy of Motion Picture Arts and Sciences. Further solidifying its role, Rolex became the Exclusive Watch of the Academy, the Proud Sponsor of the Oscars, and the Exclusive Sponsor of the Governors Awards, which recognise lifetime achievements in film. The brand also holds the title of Founding Supporter and Official Watch of the Academy Museum of Motion Pictures, which opened its doors in Los Angeles in September 2021.
 
It’s evident that the Academy’s mission aligns seamlessly with Rolex’s philosophy: to honour every facet of the movie-making industry, safeguard its history for posterity, ignite creative minds and support emerging talents, as well as unite audiences worldwide through a shared love of film. 

Oscars: The Film Industry’s Biggest Night 

Like watchmaking, cinema is an art, science and thriving industry, and the Oscars ceremony shines a light on every one of its facets. The film industry’s equivalent to the Super Bowl, the Academy Awards is a celebration of artistic excellence, creativity, inspiration, and the intricate ballet of production, innovation, and technical expertise that go into the making of a movie. To borrow a favourite expression of Rolex founder Hans Wilsdorf, it is an ode to “a work done handsomely”. Broadcast live across over 200 territories, the annual event not only lauds filmmaking achievements, but also serves to sculpt the global landscape of cinema.

In its role as Proud Sponsor of the Oscars, Rolex hosts the event’s Greenroom at the Dolby Theatre in Hollywood–a sanctuary where nominees and presenters convene amidst the tension and triumph of the ceremony, with some returning brandishing the iconic golden statuette. 

Rolex creates a unique, immersive environment within the Greenroom, captivating guests with innovative designs. For the 96^th Academy Awards, the Rolex Greenroom celebrates the natural world’s innate beauty by creating a realm of verdant vegetal elegance that recalls the brand’s signature hue. Using the image of fans as inspiration, the concept harmoniously integrates essential elements from nature, namely organic structures and chlorophyll. A closer look reveals details that are reminiscent of the hallmark fluting on Rolex watch bezels and the brushed metal surfaces of its dials. The meticulous work incorporating sustainably sourced fibres, ceramic and glass echoes the standards of Rolex’s watchmaking expertise.

This year, a highlight of the antechamber is the display of the Oyster Perpetual Day-Date 40 in 18-carat Everose gold, its slate ombré dial boldly contrasting against the verdant setting. A watch of great prestige, the Day-Date has only ever been crafted from precious metals and is distinguished by its emblematic President bracelet. Synonymous with the prestige and grandeur of the Oscars, this iconic timepiece is definitely one that claims its own place in history, like legendary films.