Accessorising speaks volumes about a film character’s personality. Whenever that accessory is a Rolex watch, it conveys a sense of power, influence, and prestige as well.
It has been nearly a century since Rolex watches graced the wrists of legendary Hollywood actors. Nobody can ever forget Alex Baldwin’s yellow gold Oyster Perpetual Day-Date in Glengarry Glen Ross or Christian Bale’s and Matthew McConaughey’s Oyster Perpetual Day-Dates from American Psycho and The Wolf of Wall Street, respectively. It is noteworthy that none of these choices were decided by the watchmaker, but rather independently by the director or the actors.
That’s because Rolex has been taking an active backstage role in the glamorous world of cinema. It has long supported a variety of fields, including sports and exploration. The philosophy of perpetuity and excellence is common to all of them — values it shares in its approach to watchmaking, too.
In September 2021, Rolex joined the Academy Museum of Motion Pictures as a Founding Supporter, cementing its commitment to the silver screen. Located on Los Angeles’ Miracle Mile, the museumis one of the largest in the US dedicated to filmmaking.
Its distinctive glass dome and 28,000-sq m building were designed and renovated by Pritzker Prize-winning architect Renzo Piano, whose notable projects include the Centre Georges Pompidou in Paris, The Shard in London, and the Whitney Museum of American Art in New York.
The museum features 4,500 sq m of gallery space and two theatre halls for screenings and events: the David Geffen Theatre with 1,000 seats in the glass dome, and the 288-seat Ted Mann Theatre in the main building.
You’ll find hundreds of movie memorabilia in the galleries, including the shark from Jaws, toys from Toy Story, and assorted bric-a-brac dedicated to Alfred Hitchcock and George Lucas.
Besides being a Founding Supporter, the brand has its own Rolex Gallery of modular exhibitions on the third floor. A core exhibition, Stories of Cinema, highlights the many aspects of filmmaking, such as technology, artists, history, and social impact.
A second exhibition, Inventing Worlds and Characters, explains how films are created from conception to completion. Animation celluloid, costumes and models help flesh out the fascinatingly intricate moviemaking process.
Perhaps the most unique item on display for watch collectors is Paul Newman’s Cosmograph Daytona. A gift from his wife Joanne Woodward during the actor’s racing days, it is inscribed with “Drive Carefully, Me” on the back, and made headlines in 2017 when it sold for US$17.8 million (S$24.9 million). It was the highest price ever achieved for a wristwatch at auction then. The record held for two years.
It is fortunate for the museum (as well as the watch-loving public) that the private collector who purchased it offered to lend it to the museum. Film has been a part of Rolex’s history long before the museum was opened. It is a partner and Exclusive Watch of the Academy of Motion Picture Arts and Sciences, a Proud Sponsor of the Oscars, and the Exclusive Sponsor of the Governors Awards ceremony. Additionally, it hosts the Oscars Greenroom, where nominees and presenters gather before and after Hollywood’s grandest event.
Beyond providing support to organisations that support the filmic arts, Rolex has also worked directly with the creators themselves, including two highly regarded directors who joined the brand as Testimonees or ambassadors in 2017.
The first is James Cameron, best known for his work on Titanic, Avatar, and The Terminator. Also known for his passion for documentary films and exploration, Cameron descended to the Mariana Trench — the deepest spot on the planet — in a submersible he designed himself, and reached a depth of 10,908m. Accompanying him on the arduous journey was a specially made Rolex Deepsea Challenge watch.
Another Testimonee is Hollywood heavyweight Martin Scorsese, whose films have been nominated for over 70 Oscars. Scorsese is the most-nominated living director of all time — second only to the late William Wyler, who had 12 nominations. His accolades are also one of the reasons he was chosen for Rolex’s Mentor and Protégé Initiative, which ensures that precious knowledge and skills are passed from one generation to the next through a two-year mentorship programme.
Apart from Scorsese, eight of the 58 duos Rolex has brought together have also been from the film industry. These include Mira Nair, Stephen Frears, Walter Murch, Zhang Yimou, Alfonso Cuarón, Alejandro G. Inarritu and Spike Lee.
Though the worlds of watchmaking and filmmaking may seem distant, Rolex has taken it upon itself to do its part in safeguarding the shared belief in excellence and the power to inspire millions.