How Rolex is committed to the art of filmmaking

Rolex has been associated with the world of cinema for decades. The brand’s watches have appeared in iconic films. For example, when Marlon Brando played his legendary role as Colonel Kurtz in Apocalypse now, he was wearing a Rolex watch.

In The color of money, Paul Newman wore one when he was rigging a pool cue as Fast Eddie Felson. Bill Paxton, as Brock Lovett’s treasure hunter for Titanic, was wearing a Rolex when he descended on a submersible to the famous wreck.

The appearance of these watches does not appear to be the result of product placement.

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She has never engaged in this type of marketing, according to the brand – but these “cameos” came about as directors’ personal choices to add to the storytelling.

However, Rolex maintains a privileged relationship with some of the greatest filmmakers in the world. Directors like Martin Scorsese and James Cameron have appeared in inspiring campaigns.

Scorsese has also passed on his wisdom as a mentor through the Rolex Mentor And Protege Arts Initiative, which brings young artists together with masters of their discipline for a period of creative collaboration.

The initiative embodies the brand’s commitment to knowledge sharing, a key element of Rolex’s Perpetual Spirit, based on the infinite potential of humanity, the determination to push boundaries and make constant progress.

Other mentoring directors included Alfonso Cuaron and Spike Lee, who were both invited to share their craft and bring their own Oscar-winning work to the public.

More recently, Rolex became a founding sponsor of the Academy Museum of Motion Pictures. This is the first and largest institution in the United States devoted to the history, science, and cultural influences of filmmaking.

It was designed by the Pritzker Prize-winning architect Renzo Piano and has 50,000 m² (approx. 4,650 m²) of galleries, two theaters, including an auditorium with 1,000 seats, an educational studio and beautiful public spaces.

By illuminating the past, present and future of cinema, the aim is to promote people’s understanding of cinema through exhibitions, screenings, programs and collections.

The Rolex Gallery, a multi-room permanent experience on the museum’s third floor, features Stories Of Cinema with special installations that reveal the many aspects of filmmaking – technology, artists, history, and social impact – through a variety of different and engaging voices that the To convey the magic of this art form.

The legendary Cosmograph Daytona owned by Newman is also on display in the museum.

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Rolex’s close relationship with the film industry was first formalized in 2017 when the brand signed a partnership agreement with the Academy of Motion Picture Arts And Sciences (AMPAS).

As a result, it became the Academy’s exclusive clock and proud sponsor of the Academy Awards, for which it also designed and hosted the Greenroom, an elegant space where presenters and guests meet before they go on stage.

In 2018, Rolex sponsored the Academy’s annual Governors Awards, honoring her life’s work.

Support from the Academy Museum is therefore part of this expanding relationship. The two organizations share a commitment to excellence, a sense of history, and a mission to preserve and celebrate the creation of extraordinary works – masterpieces.


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