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Every Rolex watch has its own story, and Rolex really gets into storytelling with their films. The brand itself is like a great story with over 100 years of innovation. In 1926, Rolex made history with the launch of the Oyster, the world’s first waterproof wristwatch. Since then, people have been able to explore remote places like mountains with a dependable, accurate, and tough watch. Even today, Rolex keeps pushing for greatness and has come up with over 500 patented technologies. This is the core idea that Rolex founder Hans Wilsdorf set up for the company. Whether it’s making top-notch timepieces or supporting excellence in sports and film, striving for lasting greatness has always been what drives Rolex forward.

Besides being an honorary sponsor of the Academy of Motion Picture Arts and Sciences and the Academy Awards since 2017, Rolex has teamed up with various organizations to celebrate cinema excellence. The brand also supports the Academy’s annual Governors Awards, which honor lifetime achievements in film. Since 2016, Rolex has been in charge of the design and hospitality for the Greenroom, where Academy Award presenters and special guests can relax before heading to the stage. The Greenroom’s theme and décor change every year, and this year it’s at Union Station, where the awards ceremony took place.

For decades, Rolex has been dedicated to keeping knowledge alive and supporting global culture. That’s why Rolex is a founding supporter of the Academy Museum of Motion Pictures, which opened in Los Angeles in 2021. Designed by Renzo Piano, the museum has 50,000 square feet of exhibition space, including a 1,000-seat theater and other facilities. It’s the largest film-themed building in the U.S. and aims to be the top film museum in the world, where people can learn more about making movie legends. Rolex will have a space to show clips from its past films. Rolex is all about preserving film history and passing that knowledge on to the next generation.

Launched in 2002, Rolex supports up-and-coming filmmakers through the Creative Referral Grant Scheme, which helps pass on valuable art knowledge to future generations, contributing to the preservation and growth of global culture. The program looks for talented young artists worldwide in various fields and pairs them with masters in the art world for short-term creative collaborations. Martin Scorsese, the current Rolex Ambassador, and James Cameron, explorer and film director, have both mentored in the program, along with other film industry mentors like Alfonso Cuarón, Stephen Frears, Alejandro G. Iñárritu, Mira Nair, Zhang Yimou, and Walter Murch. The current film mentor is Spike Lee.