At the 97th Academy Awards on Sunday night, Rolex’s presence was both subtle and unmistakable. As director Quentin Tarantino escorted best director winner Sean Baker (Anora) offstage, the pair passed a gilded Rolex logo—a fleeting glimpse of the luxury watchmaker’s decade-long sponsorship of the Oscars greenroom. The exclusive lounge, accessible only to hosts, presenters, nominees, and winners, remains one of Hollywood’s most tightly guarded spaces.
The moment underscored Rolex’s deep ties to the film industry, reinforced by its new “Reach For the Crown” campaign. The commercial, aired twice during the broadcast, featured brand ambassadors Leonardo DiCaprio, Martin Scorsese, James Cameron, and Kathryn Bigelow, set to the iconic track Layla by Derek & the Dominos. The ad celebrated cinematic excellence—a theme central to Rolex’s messaging.
A Strategic Hollywood Footprint
Rolex’s relationship with the Academy of Motion Picture Arts and Sciences dates back to 2017, but its commitment extends further. In 2018, the brand began sponsoring the Governors Awards, which honor lifetime achievements in film. By 2021, Rolex became a founding supporter of the Academy Museum of Motion Pictures in Los Angeles, solidifying its role as a cultural patron.
This year’s greenroom, themed “rewilding,” aligned with Rolex’s Perpetual Planet Initiative, highlighting habitat restoration projects in Chile and Argentina. The serene space, adorned with silhouettes of native wildlife, offered winners a retreat with catering by Wolfgang Puck. Only one watch was displayed: the Oyster Perpetual Day-Date 40 in Everose gold, chosen for its prestige—a fitting symbol for Hollywood’s elite.
Crafting a Legacy of Excellence
The commercial’s focus on perseverance mirrored Rolex’s sports endorsements, from tennis to yachting. DiCaprio’s voiceover—“Pain is temporary, but films are forever”—could just as easily describe a Rolex timepiece. For the brand, the Oscars are more than a marketing opportunity; they’re a stage to celebrate dedication, mirroring the craftsmanship behind every watch.
As Rolex’s logo continues to grace Hollywood’s most iconic events, its message remains clear: excellence, like a Rolex, is timeless.
