Rolex’s relationship with the film world isn’t about fleeting red-carpet moments or product placements. It is a longstanding, deliberate partnership that spans decades, rooted in a deep appreciation for craftsmanship, storytelling, and enduring legacy.
From its prominent role at the Academy Awards to its support of the Academy Museum of Motion Pictures, the watchmaker has steadily positioned itself as more than just a sponsor—it’s a custodian of cinematic history and a quiet advocate for the future of filmmaking.
In 2025, Rolex reinforced its commitment to cinema by expanding its partnerships with the Oscars and the Academy Museum. It also welcomed two new Testimonees—Leonardo DiCaprio and Jia Zhang-Ke—each representing a distinct and influential voice in global film.
Though their cinematic paths are vastly different—one a Hollywood icon, the other a master of quiet realism—their presence within the Rolex family speaks to a shared ethos: a belief in storytelling as both art and responsibility.
Rolex’s formal partnership with the Academy of Motion Picture Arts and Sciences began in 2017, marking a significant moment in the convergence of two legacies. Since then, the brand has become the Proud Sponsor of the Oscars, the Exclusive Sponsor of the annual Governors Awards, and the host of the Oscars Greenroom—the private backstage space where nominees, presenters, and winners gather in the moments before and after they take the stage.
For 2025, the Greenroom drew inspiration from the Rolex Perpetual Planet Initiative, which supports scientific research and conservation efforts around the globe. The space’s design elements echoed natural landscapes—lush greenery, earthy textures, and organic shapes—serving as a subtle reminder of the urgent need to protect the planet’s biodiversity. By incorporating these themes into such a high-profile setting, the brand reinforces its dedication to environmental stewardship.
Beyond awards season, Rolex plays a key role in preserving the broader story of film through its support of the Academy Museum of Motion Pictures. Opened in 2021 in Los Angeles, it is the largest institution of its kind in the US, dedicated solely to the history, science, and art of filmmaking.
Designed by Pritzker Prize-winning architect Renzo Piano, it features everything from behind-the-scenes artefacts and costumes to interactive exhibits that explore the evolution of storytelling on screen. Among the most iconic displays is the original animatronic shark from Jaws, a symbol of both innovation and pop-culture lore.
As a Founding Supporter of the museum, Rolex continues to support its mission of education, preservation, and inspiration. In May, the museum’s Rolex Gallery presents a new exhibition titled “Barbie and Beyond: The Worlds of Sarah Greenwood and Katie Spencer”.
The show celebrates the careers of production designer Greenwood and set decorator Spencer, whose collaborations have resulted in some of the most visually captivating environments in recent film history. From the romantic period details of Atonement to the magical realism of Beauty and the Beast and the fantastical world of Barbie, their work offers an immersive look at how production design can transport audiences into entirely new worlds.
The same values—artistry, vision, impact—run through the careers of Rolex’s newest Testimonees. Leonardo DiCaprio’s filmography spans genres and generations, from early
blockbusters like Titanic to his Oscar-winning performance in The Revenant and collaborations with directors such as Martin Scorsese and Quentin Tarantino.
Beyond his work on screen, DiCaprio has become one of the entertainment industry’s most visible environmental advocates. Through his foundation Re:wild, he works to protect biodiversity and restore threatened ecosystems—a mission that resonates deeply with Rolex’s own conservation efforts.
Jia Zhang-Ke, meanwhile, approaches the cinematic experience through a different lens. A leading voice in contemporary Chinese cinema, Jia is known for his understated approach to storytelling. His films, such as Still Life, The World, and A Touch of Sin, explore themes of migration, modernisation and memory, capturing the emotional undercurrents of everyday life. In founding the Pingyao International Film Festival, Jia has also created a platform for emerging voices in world cinema.
The addition of DiCaprio and Jia as Rolex Testimonees emphasises the company’s wide-reaching vision. For Rolex, films can be a vehicle for beauty, truth, imagination, and change. Whether through the Oscars, the Academy Museum, or the talents it chooses to champion, Rolex remains committed to ensuring that the stories worth telling continue to be told for generations to come.
