And We're Rolling

Rolex has played a leading role in some of cinema’s greatest hits, but the Swiss watch manufacture’s relationship with filmmaking is cemented in a greater passion to further creative excellence in this field.

THERE HAVE BEEN many glorious and powerful moments at the 2022 Oscars ceremony: for one, the event was hosted not by just one, but three stellar female performers, namely Amy Schumer, Regina Hall and Wanda Sykes. Then, there was the tear-jerking speech (even his interpreter couldn’t keep the emotion from his voice) by Coda’s Troy Kotsur, the first deaf man to ever win an acting award at the ceremony. It was an evening of diversity, a celebration of talents across diverse disciplines, a visceral appreciation for cinematic crafts, and yes, heart and emotion.

This is the beauty of cinema – one that is evocative and emotional, and one that pays tribute to the richness of talent across a plethora of disciplines. It’s one that has long been celebrated by Swiss watch manufacture Rolex. They have a symbiotic and long-standing relationship, which started rather serendipitously in fact. Arming a character in a movie or TV show with a Rolex timepiece served as a plot device to convey subtle cues about the character’s personality.

It must be said that this was not blatant product placement; instead, these watches were chosen by the actors, directors and costume designers for their intangible cinematic value. What does a Rolex on the wrist suggest about the character? In a nutshell, with no words needed, it says that they have style, they are discerning, and they understand the social currency that Rolex affords. It’s a deliberate choice, and it’s no wonder that Rolex has played a starring role in many award-winning movies. Bill Paxton wore an Oyster Perpetual Submariner Date in Titanic, while Tom Cruise tried to pawn off an Oyster Perpetual Day-Date in Rain Man.