Rolex and Oscars 2026: Inside the Greenroom and its enduring partnership with cinema

Rolex has continued to deepen its relationship with cinema, with its celebration of achievement at the highest level as Proud Sponsor of the 98th Oscars, held at the Dolby Theatre at Ovation Hollywood on March 15.

Through its Perpetual Arts Initiative, Rolex fosters excellence and achievement in the arts, championing leading institutions such as the Academy of Motion Picture Arts and Sciences while promoting the transfer of knowledge to the next generation. 

In addition to supporting the Academy since 2017, Rolex’s close ties with the film industry also span decades — including the role its watches have played on the wrists of cinema’s most legendary characters.

Recognising extraordinary achievements across the various disciplines of film, the Oscars commanded a global audience and were broadcast to more than 200 territories. By uniting the international film industry, the ceremony continues to inspire future generations. 

By standing alongside the Academy, Rolex honours visionary filmmakers, actors, and the many craftspeople behind the technical innovations and artistry that define cinema.

Anchoring Rolex’s presence is the Oscars Greenroom, an elegant space just off the main stage where presenters, nominees, and winners unwind as the ceremony progresses. It is hosted annually by Rolex since 2016, with a new design unveiled each year while reinforcing a sustainable approach through the reuse of its core structure.

This year, as Rolex marked the 100th anniversary of the iconic Oyster, the world’s first waterproof watch, the Greenroom’s design drew on both the spirit of innovation and the enduring heritage of the brand. Crafted with close attention to detail, it reflected Rolex’s dedication to craftsmanship and collaboration with skilled artisans through its choice of materials.

Green velvet created a sense of timeless elegance, while brushed metal in champagne gold tones evoked a refined visual harmony. Together, the palette paid homage to Rolex’s signature colours while reflecting cinematic glamour. Throughout, portraits of stars from Oscars history also highlighted the artistry of film and marked Hollywood’s most memorable moments.

Rolex’s relationship with cinema forms part of a broader commitment to the arts. Over five decades, the brand has built partnerships with leading artists and institutions, beginning with soprano Dame Kiri Te Kanawa in 1976. Today, this work is unified under the Perpetual Arts Initiative, a global framework spanning architecture, cinema, dance, literature, music, theatre, and visual arts.

Its ties to film have evolved into a network of partnerships supporting both established figures and emerging talent, including the Oscars, the Governors Awards, and Film at Lincoln Center. Rolex also partners institutions dedicated to preserving the art form, including the Academy Museum of Motion Pictures, The Film Foundation, and the National Film and Television School in the United Kingdom.

This commitment is reflected in its Testimonees, such as James Cameron, Leonardo DiCaprio, Martin Scorsese, Zendaya, and Jia Zhang-Ke, who represent the highest standards of creativity and performance. Together, these relationships underscore Rolex’s dedication to excellence and the future of cinema.