Rolex’s ongoing cinematic affair

Few brands have maintained as consistent a presence in cinema as Rolex. Beyond its iconic timepieces appearing on-screen, the company has steadily deepened its ties to film—supporting preservation efforts, aligning with influential filmmakers, and investing in the next generation of talent.

A legacy of cinema

In 2017, Rolex began collaborating with Martin Scorsese’s The Film Foundation, a nonprofit dedicated to rescuing and restoring endangered films.

To date, The Film Foundation has helped restore over 1,000 films, such as “Rebel Without a Cause” and “The Diary of Anne Frank”, making them accessible to modern audiences across the globe. It’s a partnership driven by the belief that preserving film is not only about saving images, but about protecting cultural memory.

Furthermore, the brand is also a Founding Supporter of the Academy Museum of Motion Pictures in Los Angeles, which is dedicated to the history, science, and cultural impact of cinema.

A quiet presence

The partnership with the Academy of Motion Picture Arts and Sciences goes far beyond investing in their museum. Rolex has an exclusive partnership with the Academy, serving as the Exclusive Watch of the Academy, Proud Sponsor of the Oscars and Exclusive Sponsor of the Governors Awards

Furthermore, the brand has contributed to the backstage experience of the Oscars by designing and curating the Oscars Greenroom—a room only open to presenters, nominees, and winners. This year marks the 10th consecutive year of the Rolex-designed Greenroom, establishing it as an industry staple. 

In the last year, Rolex has added Chinese director Jia Zhang-Ke and American Actor Leonardo DiCaprio to the ranks of their ambassadors, their Rolex Testimonees. They join an illustrious circle that already includes Academy Award-winning filmmaker James Cameron and director Martin Scorsese, underscoring the brand’s commitment to both cinematic excellence and mentorship.

A new kind of corporate patron

Rolex positions these efforts as part of its broader commitment to promote quality, education, and conservation of the cinematic arts. However, this also reflects a shift in how luxury brands engage with culture. Rather than limiting their role to sponsorships and endorsements, companies like Rolex are increasingly becoming institutional supporters — offering funding, visibility, and continuity to cultural sectors that may be under pressure.

As the film industry undergoes rapid transformation — technologically, economically, and artistically — Rolex’s continued presence in both preservation and mentorship underscores a long-term bet on the value of cinema itself. Its role may not always be visible to audiences, but within the industry, it is increasingly difficult to ignore.