Published on March 19, 2024
Rolex has always maintained close ties with the world of cinema. Its watches have played their own role on the wrists of legendary characters. And today, by its support of artistic and technical excellence in filmmaking, Rolex itself has become an active participant in its own right.
Rolex encourages the preservation and transmission of the cinematic arts, promotes excellence and celebrates progress by accompanying living legends as well as young talents through its Testimonees (Martin Scorsese and James Cameron), its partnership with the Academy of Motion Picture Arts and Sciences (the institution, the awards and the Academy Museum in Los Angeles), Martin Scorsese’s The Film Foundation and the Rolex Mentor and Protégé Arts Initiative.
THE HIGHLIGHT OF THE FILM SEASON
The Oscars® ceremony is a unique celebration of the excellence, inspiration and technical genius it takes to make a masterpiece. For the eighth consecutive year, Rolex is Proud Sponsor of the Oscars® ceremony held at the Dolby® Theatre, Hollywood, on 10 March 2024. Telecast live in more than 200 territories worldwide, this unique event does more than celebrate cinema: year after year it helps shape the landscape of cinema worldwide.
CELEBRATING EXCELLENCE
The Oscars® ceremony represents infinitely more than a recognition by one’s peers. It celebrates inspiration and emotion, as well as the production process, the technical expertise and all else that goes into the making of a film. To borrow a favourite expression of Rolex founder Hans Wilsdorf, it is an ode to “a work done handsomely”. Cinema is at once an art, a science and an industry, and the Oscars® ceremony shines a light on every one of its facets.
ROLEX AND THE OSCARS® GREENROOM
Rolex is the official host of the Greenroom, the antechamber of the Oscars®. Nominees and presenters gather inside this lounge before and after stepping onto the stage at the Oscars® ceremony, some returning with a coveted statuette.
Each year, Rolex develops a unique immersive experience and a new decor for the Greenroom. In 2024, it provides a representation of a light and delicate vegetal environment, using the image of fans as inspiration. The concept integrates essential elements from nature – organic structures and chlorophyll – and aims to create harmony between them through a chromatic universe.
The shapes within this vegetal universe recall details such as the fluting on watch bezels and the brushed metal surfaces of watch dials, transmitting their luminous vibrations. On display in the Greenroom is the Oyster Perpetual Day-Date 40 in 18 ct Everose gold with a slate ombré dial. A watch of great prestige, the Day-Date has only ever been made from precious metals and is instantly recognizable, partially thanks to its emblematic President bracelet. Shimmering in the vegetal décor of the 2024 Greenroom, the stately presence of the Day-Date conveys the momentousness of the Oscars® ceremony. Like legendary films, the Day-Date claims its own place in history, unfailingly appropriate for a paramount situation
ROLEX AND THE GOVERNORS AWARDS
The Governors Awards mark the beginning of the Oscars® season. They honour the great names of cinema and are presented in recognition of a lifetime of remarkable achievements
ROLEX AND HOLLYWOOD
In 2017, Rolex sealed its partnership with the film industry’s highest authority, the Academy of Motion Picture Arts and Sciences. Rolex became the Exclusive Watch of the Academy, Proud Sponsor of the Oscars® and Exclusive Sponsor of the Governors Awards. Rolex is also a Founding Supporter and Official Watch of the Academy Museum of Motion Pictures.
Rolex accordingly promotes excellence, the perpetuation of knowledge, the conservation of the art and rise of new talent. The Academy’s mission is to celebrate all aspects of the film industry, preserve its legacy for future generations, spark inspiration, and connect global audiences through their passion for cinema. This long-term partnership underscores the convergence of the values shared by Rolex and the motion picture arts.
For more than a half a century, Rolex has partnered some of the world’s most talented artists and leading cultural institutions to celebrate excellence and contribute to perpetuating artistic heritage, creating a link between the past, present and future.
Through the Rolex Perpetual Arts Initiative, a broad portfolio of arts that extends through music, architecture, cinema and the Rolex mentoring programme, the brand confirms its long-term commitment to global culture.
In all these endeavours, Rolex supports artistic excellence and the transmission of knowledge to future generations, who in turn pass on the world’s cultural legacy.
