Even though Rolex is the most recognizable brand in the world, they are very discerning on how they advertise or sponsor events.
For the second year in a row, Rolex will be a proud sponsor of the 89th Academy Awards broadcast live on Sunday, February 26, 2017 on the ABC Television Network. They will also be exclusive sponsors of the Oscars Greenroom. For decades, Rolex has been linked to the magical and wondrous world of cinema: from its presence in legendary films to its support for young film-makers through its philanthropic program, the Rolex Mentor and Protégé Arts Initiative.
THE ART OF STORYTELLING
Rolex watches have the power to inspire and Rolex has become a part of cinema’s culture as an iconic symbol in storytelling. The history of Rolex is intertwined with that of cinema. Rolex watches have spontaneously featured in many iconic films and have become part of storytelling as an essential element of a film’s plot. Each Rolex watch symbolizes a personality and carries its own story, bringing to life a character and their journey on screen.
“Rolex supports inspiring individuals and organizations who achieve great heights in both the sporting world and the arts, and the Academy exemplifies this pursuit of defying the odds to reach unimaginable goals. The Academy Awards and Rolex recognize and uphold excellence,” says Arnaud Boetsch, Rolex Director of Communication & Image.
BOLDNESS OF VISION
Rolex Testimonee James Cameron represents the pinnacle of film-making, with a boldness of vision and focus on technical innovation dominant throughout his many movies. Titanic, which won 11 Oscars, is tied for the most awards ever, and Avatar holds the record as the highest-grossing film in history.
Cameron exemplifies the power of details in making stories come alive on screen. Says Cameron: “Great movies are made in details, and not just a few details every detail. Every character, every prop, and every sequence. A Rolex is not only a beautiful watch and a masterpiece of engineering, it’s very tough. It’s a watch that you can take into any environment and which can stand up to the pressure. So, what you’re saying subliminally to the audience is: that character can take the pressure, too; he or she has what it takes.”
BEHIND THE CURTAIN
The Academy, organizers of the Academy Awards, which promote excellence and great talent, offered Rolex the opportunity to host the Greenroom during the ceremony in February 2016 literally “behind the scenes”. This space was designed by the Rolex Interior Design teams in Geneva, who brought to the Greenroom a combination of classic style and superlative quality that is the hallmark of both the Oscars and Rolex. The 2017 Greenroom will feature a new design and concept.
SHAPING THE FUTURE
Furthermore, Rolex is a part of shaping future generations of film-makers and inspiring existing ones with the Rolex Mentor and Protégé Arts Initiative, its philanthropic program, set up in 2002 to make a contribution to global culture. The program seeks out gifted young artists from all over the world and brings them together with artistic masters for a year of creative collaboration in a one-to-one mentoring relationship. The Initiative’s film mentors include Academy Award Winning directors Martin Scorsese, Alejandro González Iñárritu and 2016 mentor, Alfonso Cuarón.
Rolex is maintaining its ties with exceptional individuals and organizations and, in the case of the art of film-making, the extraordinary accomplishments of those who are capable of challenging the world by pushing the boundaries of their art.
As I mentioned in a recent podcast I did about actor, Ryan Gosling wearing a vintage Rolex at the 2017 Golden Globes back in January of this year. We are going back to that Golden Age of Hollywood where we will see movie stars emerging wearing classic Rolex watches. We may also see Rolex themselves going back to their archives to revitalize some of the most iconic design language in history! To listen to my podcast about Ryan Gosling, click here