Rolex's Timeless Alliance with Cinema: Crafting Oscars Magic and Preserving Artistry

Rolex and the Cinematic Universe: A Timeless Collaboration Between Films, Festivals, and Artistic eavors

Celebrating its partnership with this year's Oscars ceremony, we delve into Rolex’s uring connection to the world of cinematic arts. Beyond merely featuring in films, Rolex has become a pivotal force behind-the-scenes, actively promoting artistic mastery and technical prowess in filmmaking.

Since unveiling the Oyster – its groundbreaking waterproof wristwatch in 1926 - just before The Jazz Singer revolutionized cinema by introducing synchronized sound in dialogue less than a year later, Rolex's legacy has intertwined with that of films. In 1931, Rolex presented the Oyster Perpetual watch equipped with the innovative self-winding mechanism Perpetual rotor which eliminated manual winding and was instead driven by the wearer’s movement. The following year Disney Studio's Flowers and Trees became the first animated film to utilize Technicolor and won the Academy Award for Best Animated Short Film - a clear sign that Rolex and cinema have been intertwined since their inception, both striving towards excellence, innovation, and progress.

This year's campgn highlights how Rolex watches have become iconic elements in countless cinematic masterpieces over several decades. These timepieces serve as integral plot devices that encapsulate characters’ essence or subtly convey layers of emotion through their presence on the screen, immortalizing them just like the beloved characters they portray.

Rolex's involvement in cinema started organically. Early actors donned Rolex watches spontaneously because these luxuriously designed items added a sense of power and success to their roles. Gradually, this evolved into deliberate choices by filmmakers or actors who recognized Rolex as symbols of subtle strength, achievement, and style that complemented the narrative.

Through its pioneering initiative, the Rolex Mentor and Protege Arts Initiative, Rolex has been instrumental in preserving and transmitting the cinematic arts from one generation to the next. By partnering promising young artists with distinguished mentors for a two-year period, Rolex not only promotes continuity in cinema but also champions the passing down of creative excellence.

Rolex's relationship with Hollywood has deepened through its formal association with the Academy of Motion Picture Arts and Sciences since 2017. As the Founding Supporter and Official Watch of the institution, Rolex became the proud sponsor of the Oscars alongside being the event's Proud Sponsor. It hosts the Greenroom at the Dolby Theatre in Hollywood - a serene space where nominees gather before the awards show, sometimes returning as winners.

Rolex designs an immersive environment within the Greenroom for each Oscars ceremony. For this year's event, the 96th Academy Awards Greenroom features a lush green setting that draws inspiration from the brand's signature hue and natural elements like organic structures and chlorophyll. The meticulous use of sustnably sourced fibers, ceramic, and glass showcases Rolex’s commitment to environmental responsibility.

A highlight of this year's Greenroom is the Oyster Perpetual Day-Date 40 in 18-carat Everose gold with its distinctive slate ombre dial set agnst a verdant backdrop. A hallmark of prestige, the Day-Date has only ever been crafted from precious metals and features Rolex’s iconic President bracelet - symbolizing the grandeur and prestige associated with cinema's highest accolade.

This partnership between Rolex and the Oscars is more than just a sponsorship; it represents a collaboration that celebrates artistic excellence, creativity, inspiration, and the intricate bl of production expertise, innovation, and technical skill that comes together to create cinematic masterpieces. It serves as an ode to a work done handsomely, echoing the philosophy of Hans Wilsdorf's famous saying.

Tags:

Rolex

Oscars 2024

Cinema

Collaboration

: English
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