SUPPORTING CINEMA
In cinema, Rolex celebrates the master storytellers of our time, whose work captivates the human imagination on an unprecedented scale. Excellence in film requires a unique combination of meticulous craft, technical innovation and outstanding creative flair. Rolex has long recognized the value of this essential contemporary art form.

In 1951, Rolex co-produced a pioneering animated short film, The Story of Time, which was nominated for an Academy Award®. In this era, filmmakers also began dressing characters with Rolex watches to enrich their identity with powerful symbolism. This led to cameo roles for Rolex Submariner watches in films like The Silent Enemy (1958) and the first nine James Bond films (from 1962 onwards).

From 2004, filmmakers became part of Rolex’s dedicated mentorship programme, which ran for 20 years, pairing gifted young talents with those at the peak of their art. Directors who gave their time included: Alfonso Cuarón, Stephen Frears, Alejandro G. Iñárritu, Spike Lee, Mira Nair, Martin Scorsese, Zhang Yimou and Jia Zhang-Ke. Since then, Rolex has progressed from one-to-one mentoring relationships to forge new connections that will enable the transmission of artistic knowledge on a much larger scale.

Rolex’s current partnerships in cinema have taken the company’s commitment to new heights, epitomized by a close relationship with the Academy of Motion Picture Arts and Sciences as Proud Sponsor of the Oscars® ceremony, the ultimate celebration of cinematic achievement. The Rolex Family has five cinema Testimonees: James Cameron, Martin Scorsese, Jia Zhang-Ke, Leonardo DiCaprio and Zendaya. Underpinning our commitment to cinema is our support of key institutions such as the Academy of Motion Picture Arts and Sciences, The Film Foundation, the United Kingdom’s National Film and Television School, Film at Lincoln Center, the Toronto International Film Festival Tribute Awards, Pingyao International Film Festival and the Sundance Institute Feature Film Program.

Through the Perpetual Arts Initiative, Rolex celebrates cinema’s outstanding artists while supporting the renowned institutions carrying their craft forwards.

CELEBRATING CINEMATIC ACHIEVEMENT: ACADEMY OF MOTION PICTURE ARTS AND SCIENCES
As the film industry’s highest authority, the mission of the Academy of Motion Picture Arts and Sciences is to recognize and uphold excellence, inspire imagination, and connect the world through the medium of film.

In 2017, Rolex became the Exclusive Watch of the Academy of Motion Picture Arts and Sciences, Proud Sponsor of the Oscars® (and host of the Greenroom) and, in 2018, Exclusive Sponsor of the Governors Awards. Rolex is also a Founding Supporter and Official Watch of the Academy Museum of Motion Pictures that opened in Los Angeles in September 2021.

The Oscars® ceremony
The Oscars® ceremony is a unique celebration of the creativity, inspiration and technical genius from which masterpieces are made. Held at the Dolby® Theatre at Ovation Hollywood and telecast live in more than 200 territories worldwide, this unique event does more than celebrate cinema: year after year it helps shape the global landscape of filmmaking.

The Oscars® ceremony represents infinitely more than recognition by one’s peers. It celebrates inspiration and emotion as well as the production process, the technical expertise and all else that goes into the making of a film. Cinema is at once an art, a science and an industry, and the Oscars® ceremony shines a light on every one of its facets.

As the official host of the Oscars’® Greenroom, each year Rolex develops a unique immersive experience and new decor for the antechamber of the ceremony, where nominees and presenters gather before stepping onto the world-famous stage.

The Governors Awards
The Governors Awards mark the beginning of the Oscars® season. They honour the great names of cinema and are presented in recognition of a lifetime of remarkable achievements.

As such, the awards capture the spirit of the partnership between Rolex and cinema by rewarding individuals with long careers who have shown constant dedication to their artistic visions and have enduring bodies of work. They celebrate outstanding humanitarian efforts and recognize contributions to the art of filmmaking.

There are three Governors Awards:
The Jean Hersholt Humanitarian Award, given in recognition of humanitarian efforts.
The Honorary Award recognize an outstanding talent, career or exceptional contribution to motion picture arts and sciences.
The Irving G. Thalberg Memorial Award, presented to “creative producers whose bodies of work reflect a consistently high quality of motion picture production”.

CELEBRATING EXCELLENCE: ROLEX TESTIMONEES
Rolex has formed enduring relationships with some of the most accomplished filmmakers, actors and producers working today.

Zendaya
Rolex Testimonee since 2025

“If you don’t try things and take risks, you don’t really grow and figure out what you want.”
- ZENDAYA

Emmy Award-winning actor, singer and producer Zendaya is one of the most exciting young talents in contemporary cinema.

She has already been working in the industry and honing her craft for over a decade. Her dynamic presence on and off screen, combined with a distinctive sense of purpose, has positioned her at the forefront of the new generation moving cinema forward. Off screen, Zendaya is also known for her advocacy, supporting multiple causes.

Named by Time magazine as one of the 100 most influential people in the world, she contributes fresh energy and attracts new audiences to the world of film.

Leonardo DiCaprio
Rolex Testimonee since 2025

“As an actor, you have to push yourself to the limits. Pain is temporary, film is forever.”
- LEONARDO DICAPRIO

Leonardo DiCaprio is an Academy Award®-winning actor widely considered to be one of the most accomplished of his generation.

Beyond Hollywood, DiCaprio is a climate champion who draws attention to the need to preserve the environment. He established his first environmental agency aged just 24, has produced numerous documentaries and serves as a United Nations Messenger of Peace, using his platform to address climate change at global summits and directly support various conservation projects worldwide.

Recognized across the globe for the versatility and sensitivity of his performances, he has starred in some of cinema’s most iconic works. Whether as an actor or environmentalist, DiCaprio’s efforts have had an undeniable impact.

Jia Zhang-Ke
Rolex Testimonee since 2024

“Cinema is an art but it’s also a craft, a kind of art and technology, a pursuit that needs to be passed on from generation to generation.”
- JIA ZHANG-KE

Jia Zhang-Ke is an acclaimed Chinese filmmaker whose works have profoundly influenced contemporary cinema with their realism.

Having won numerous awards, including the Golden Lion at the Venice Film Festival in 2006, Jia is renowned for insightful films that have captured the rapid pace of social and economic change in China.

To Jia, who also teaches film, passing his knowledge to a younger generation is essential to maintain the vitality of cinema as a medium for human expression; in 2023-2024, he took part in the Rolex mentoring programme.

Martin Scorsese
Rolex Testimonee since 2017

"Movies are the memories of our lifetime; we need to keep them alive."
- MARTIN SCORSESE

Legendary director Martin Scorsese has won countless awards and redefined the art of cinema.

Known for his effortless storytelling and innovative direction, his illustrious career spans more than five decades. His dedication to the art of filmmaking continues to inspire and influence new generations of filmmakers.

With a belief in serving cinema beyond his own works, he founded The Film Foundation, which is dedicated to the preservation and restoration of world cinema. He also took part in the Rolex mentoring programme in 2008–2009.

James Cameron
Rolex Testimonee since 2012

"Imagination is a force that can actually manifest a reality. Don’t put limits on yourself. Others will do that for you."
- JAMES CAMERON

Visionary filmmaker James Cameron has consistently pushed the boundaries of cinematic storytelling.

Though a multiple Oscar®-winning director, Cameron has never put aside his other passion: exploration. He made history as the first person to reach the deepest point in the oceans, the Mariana Trench, on a solo dive. His deepsea exploration and his movies are profoundly infused with a sense of adventure and a deep respect for the natural world.

From remarkable dives to 3D, Cameron endlessly pushes the boundaries of human, technical and artistic achievement. He works tirelessly to find solutions to the most complex challenges with the aim of reinventing the art of filmmaking.

UPHOLDING A LEGACY
Rolex recognizes the value of cinema’s cultural legacy and supports institutions committed to upholding it for future generations.

Academy Museum of Motion Pictures
Rolex is a Founding Supporter and the Official Watch of the Academy Museum of Motion Pictures. Inaugurated in September 2021 in Los Angeles, it is the world’s premiere institution dedicated to the celebration and preservation of cinema.

With over 4,500 square metres (50,000 square feet) of gallery space for temporary and permanent exhibitions, the museum displays a vast selection of objects relating to film production and film technology, presenting the diverse, international and complex stories of movie makers and the works they create. It also has two movie theatres, including the 952-seat David Geffen Theater and the Ted Mann Theater, as well as educational studios and areas for public events.

On the museum’s third floor, the modular exhibitions inside the Rolex Gallery are designed as singular journeys through different moments in film history. Visitors are propelled into the work and world of directors from around the globe.

By shining a light on the past, present and future of film, the museum immerses visitors into the unique world of cinema, safeguarding its legacy and ensuring that knowledge and skills are passed on to future generations.

The Film Foundation
Rolex supports The Film Foundation established in 1990 by Martin Scorsese that is dedicated to protecting and preserving motion picture history, carrying forward the great works of the past for the filmmakers of tomorrow.

Working in partnership with archives, institutions and studios, the foundation has helped to restore over 1,000 films. They are made accessible to the public through programming at festivals, museums and educational institutions around the world. In addition, The Film Foundation’s free educational curriculum, The Story of Movies, teaches young people about film language and history.

Film at Lincoln Center (FLC)
New York’s Lincoln Center for the Performing Arts hosts prestigious film festivals, new releases and restorations throughout the year. Celebrating cinema as a vital art form, Film at Lincoln Center provides a dynamic hub, offering audiences the chance to explore works by both renowned and emerging filmmakers from around the globe.

Supported by Rolex, Film at Lincoln Center’s annual New York Film Festival (NYFF) is a pivotal international event, celebrating the most significant releases of the season. Playing a vital role in shaping film culture since it was set up in 1963, the festival’s partnership with Rolex champions cinema in all forms, from fostering new and emerging talent, to celebrating the best filmmakers on the planet.

Toronto International Film Festival Tribute Awards
The Toronto International Film Festival (TIFF) Tribute Awards gala is an annual fundraiser to support TIFF’s core mission to transform the way people see the world through film. The event honours the outstanding contributions and achievements of leading industry members, actors, directors, new talent and film artists of all kinds.

In 2025, Rolex became the exclusive Presenting Partner of the Tribute Awards, joining the celebrations of TIFF’s 50th Edition and the seventh Annual Tribute Awards, featuring Oscar®-winning actor and previous Tribute honouree Brendan Fraser serving as Honorary Chair. Other past winners include Angelina Jolie, Spike Lee and Amy Adams.

FOSTERING FUTURE ACHIEVEMENT
Rolex is dedicated to supporting the transmission of artistic knowledge across generations, fostering the conditions that enable the most gifted new talents to realize their potential.

Academy100
Rolex has added its support to Academy100, which has been launched in honour of the upcoming 100th Oscars® ceremony in 2028. It is designed to expand the Academy’s worldwide scope and connect audiences through their shared love of cinema.

It will fund programmes that recognize outstanding cinematic artistry and innovation; preserve film history; enable the creation of world-class film exhibitions, screenings and publications; train and educate the next generation of diverse global film artists; and produce powerful digital content.

Student Academy Awards®
The Student Academy Awards® were established by the Academy in 1972 to provide a platform for emerging global talent by creating opportunities within the industry to showcase their work.

In partnership with Rolex, the 52nd Student Academy Awards were held in New York City during the New York Film Festival. Out of 3,127 entries from 988 colleges and universities worldwide, 14 students were voted winners, joining the ranks of past Student Academy Award® winners including Spike Lee and Robert Zemeckis.

All Student Academy Award-winning films were eligible to compete for the 98th Oscars® in the Animated Short Film, Live Action Short Film or Documentary Short Film category. Past winners have gone on to receive 69 Oscar® nominations and have won or shared 15 awards.

National Film and Television School
In 2024, to further its support for arts education, Rolex partnered with the UK’s National Film and Television School. Graduates of this world-leading institution regularly win national and international awards for their work.

As part of its ongoing commitment to fostering excellence and achievement, and to promoting the transfer of cinematic knowledge to the next generation, Rolex has supported the school’s renowned Masterclass series.

These exclusive and intimate talks provide a means for students to learn from some of the most significant figures in cinema, who have included: Francis Ford Coppola, David Fincher and Phoebe Waller-Bridge.

Pingyao International Film Festival
Founded by Rolex Testimonee and renowned director Jia Zhang-Ke in 2017, the Pingyao International Film Festival was launched to bring a greater diversity of films to China.

Rolex presents the festival’s Masterclass series of events, which features a host of sessions from distinguished filmmakers who share their knowledge and creative experiences in order to inspire tomorrow’s creators.

To continue the festival’s tradition of celebrating cinematic excellence and fostering new talent within the captivating ambiance of Pingyao, Jia will produce a series of short films titled Pingyao in Motion II (presented by Rolex) and providing highlights of each Masterclass.

Sundance Institute
The Sundance Institute’s Feature Film Program has nurtured the most groundbreaking voices in cinema for over 40 years.

Supported by Rolex since 2025, the programme champions the next generation of storytellers, offering creative and strategic support to talented filmmakers, from early development to distribution, empowering artists around the world to tell their most authentic stories.

Alumni of Sundance Institute labs include some of the most influential voices in film, such as Quentin Tarantino, Ryan Coogler and Chloé Zhao.