Recognised the world over for its expertise in watchmaking as well as the high quality of its products, Rolex, in its capacity as a purveyor of excellence, is also committed to supporting arts and culture. For more than half a century, Rolex has partnered with some of the world’s most talented artists and leading cultural institutions to celebrate excellence and promote the transmission of artistic heritage, creating a link between the past, present and future.
Through the Perpetual Arts Initiative, it has cultivated a broad portfolio of arts that includes architecture, cinema, dance, literature, music, theatre and visual arts. With its long-term dedication to global culture, Rolex supports distinction in the arts and the passing of knowledge to future generations, who in turn enrich the world’s cultural legacy.
In an effort to uphold the value of storytelling in movies, Rolex encourages the preservation and transmission of the cinematic arts, while also recognising achievement and progress in the field by working with its Testimonees (Martin Scorsese, James Cameron, Jia Zhang-Ke and Leonardo DiCaprio), as well as its partnership with the Academy of Motion Picture Arts and Sciences (the institution, the awards and the Academy Museum in Los Angeles), Martin Scorsese’s The Film Foundation and the National Film and Television School in London.
Cementing its long-standing association with the world of cinema, Rolex is a proud partner of the film industry’s highest authority, the Academy of Motion Picture Arts and Sciences, since 2017. Furthermore, Rolex is the Exclusive Watch of the Academy of Motion Picture Arts and Sciences, Proud Sponsor of the Oscars® and Exclusive Sponsor of the Governors Awards.
It is also a Founding Supporter and Official Watch of the Academy Museum of Motion Pictures that opened in Los Angeles in September 2021. Rolex’s long-term partnership with the Academy underscores the convergence of values between the two organisations, which is to promote excellence, education, conservation of the art form and the rise of new talent. Together, they also aim to spark inspiration and connect global audiences through their shared passion for the art of cinema.
Rolex, as a Proud Sponsor of the Oscars® ceremony, took part in this year’s celebration of the excellence, inspiration and technical genius behind the world’s motion picture masterpieces. Held at the Dolby® Theatre at Ovation Hollywood, the Oscars® ceremony celebrates cinema and helps to shape its landscape worldwide. Telecast live to more than 200 territories worldwide, the ceremony is more than just being recognised by one’s peers, it also gives credit where credit is due, as it pays tribute to the different aspects of filmmaking, including production and technical expertise. To quote Rolex founder, Hans Wilsdorf, the ceremony is a wonderful ode to “a work done handsomely.”
As official host of the Greenroom, the antechamber of the Oscars®, where nominees and presenters gather before and after stepping on stage, Rolex develops a unique immersive experience and new décor every year. For 2025—its 10th year as Oscars® Greenroom host—it brings a fresh new perspective to the space with its chosen theme: the restoration of the natural world, inspired by Rewilding Chile and Rewilding Argentina, which is supported by Rolex’s Perpetual Planet Initiative.
Both are offspring projects of Tompkins Conservation, an acclaimed non-profit that protects and restores biodiversity. The room depicts landscapes devoid of fences where native species are returning to the wilderness, and nature is restoring their habitat.
Looking to the future, Rolex extends its support to Academy100, which has been launched in honour of the upcoming 100th Oscars® ceremony in 2028. A global revenue diversification and outreach campaign, it is designed to expand the Academy’s worldwide scope and connect audiences through their shared love of cinema. The brand similarly backs the Student Academy Awards, and furthers its support for arts education through the National Film and Television School.
