The historical record features many moments that may be more than mere coincidence. For example, modern filmmaking and modern watchmaking—two technological leaps based in innovative science and imaginative art—were born in the same timeframe. Perhaps then, it's no surprise that Rolex and cinema boast a tight connection throughout nearly a century of moviemaking. In 1926, Rolex founder Hans Wilsdorf invented the Oyster, the world’s first waterproof wristwatch that made headlines. Less than a year later, The Jazz Singer debuted as the first-ever talkie. Ever since, Rolex—through its Perpetual Arts Initiative—has been an active participant in the artistic and technical excellence of cinema, supporting the next generation of filmmakers and partnering with some of the world’s most talented and impactful artists and institutions.
The ideas of timekeeping and moviemaking are inextricably tied together. While the relationship between Rolex and film dates back decades—see Rolex watches appearing on the wrists of actors in films such as Network, Apollo 13, The Usual Suspects, and many more—the pairing reached new heights in 2017. Continuing its dedication to the present and future of culture, Rolex and the Academy of Motion Picture Arts and Sciences (AMPAS) formed a partnership that focuses on the perpetuation of knowledge, the preservation of the art, the fostering of new talent, and the celebration of excellence. It's a match nearly a century in the making, one made in cinematic heaven.
Consider the film industry’s most glamorous nights. For the sixth consecutive year, Rolex served as a Proud Sponsor of the Oscars® ceremony held at the Dolby® Theatre. At the 95th edition of the Academy Awards, attendees enjoyed a unique immersive experience in the Greenroom, the antechamber of the Oscars®. The convivial space where nominees and presenters gather before and after stepping onto the stage had the ambience of a tropical forest where green accents reflected the infinite variations found in our natural world. But the Greenroom served as more than a celebration of nature: this year’s space also paid homage to the explorers and scientists who are taking action on the ground, day after day, to protect the planet. Additionally, Rolex is the Exclusive Sponsor of the Governors Awards. Last year’s ceremony honored four individuals; Michael J. Fox, Euzhan Palcy, Diane Warren and Peter Weir, who have made outstanding humanitarian efforts and contributed to the art of cinema over the course of their long careers.
The partnership extends beyond the Oscars® ceremony and the greenroom. As a founding supporter of the Academy Museum of Motion Pictures, Rolex helps preserve and grow the legacy of cinema's past while offering inspiration for the art form's future. The Renzo Piano-designed museum, which opened in Los Angeles in September 2021, highlights the long and cherished history, cultural impact, and science of filmmaking. It’s the largest museum of its kind in the United States, a true celebration of cinema.
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The preservation and perpetuation of this work couldn’t happen without the symbiotic relationship between Rolex and cinema.
Rolex founder Hans Wilsdorf had a favorite expression—“a work done handsomely”—and this philosophy applies as much to a brilliantly made film as it does to an exquisitely crafted timepiece. Throughout the years, Rolex has pioneered numerous watchmaking innovations, registering over 600 patents. Filmmakers, meanwhile, have advanced movies in innumerable ways through their technical expertise and creative thinking. Rolex and cinema simply make sense together. Exceptional work recognizes and supports other exceptional work.
With Rolex’s efforts, the Academy of Motion Picture Arts & Sciences can continue to promote excellence in film. It can preserve a legacy for future generations, sparking imagination and celebrating cinema’s universal values. Like a Rolex watch, movies are ingrained in memory and aspiration. The word “perpetual” is inscribed on every Rolex Oyster because creating lasting work takes dedication, fierce intelligence, and bravery. This idea extends to great films as well. Cinema is a perpetual movement with the power to bring history to life and to explore the future.
