How Rolex Celebrates Excellence and Progress in Cinema
In 2017, Rolex partnered with the Academy of Motion Picture Arts and Sciences, the foundation created in 1927 to promote cinematic excellence. The partnership extends to the institution itself, the Oscars – better known as The Oscars – and the newly opened Academy Museum in Los Angeles.
As a partner of the Academy, Rolex sponsors both the Governor’s Award and the Oscars. The former kicks off awards season and represents the pinnacle of achievement and service to the industry. Three awards are usually presented at the ceremony, namely the Academy Honorary Award, which celebrates the body of work; the Jean Hersholt Humanitarian Prize, which recognizes personalities who have used their platform to advance a humanitarian cause; and the Irving G. Thalberg Memorial Award which honors creative producers.
For 2022, actress Liv Ullmann; screenwriter, filmmaker and actress Elaine May; and actor Samuel L. Jackson received the Honor Award, while Danny Glover won the Humanitarian Award.
With these awards, Rolex echoes founder Han Wilsdorf’s statement that it is an “ode to a job well done”. Its ambition is to promote and celebrate talent, and to train new actors on the scene. It also recognizes excellence and uses its leverage to further support the sustainability of knowledge and skills.
Rolex is also the official host of the Oscars Greenroom, the waiting room where the biggest talents in cinema gather before and after their presentation on stage – some with the golden statuettes in their hands. Each year, the Swiss watch manufacturer outdoes itself to create a space evoking the beauty of watchmaking combined with the magic of cinema. For the most recent ceremony, Art Deco-style wall panels saw elements of Rolex watches, laid out in mosaics to replicate the skyline of the movie house, Los Angeles.
To these various decorative elements are added the visuals of the latest Rolex campaign, which pays homage to cinematographic masterpieces. The scenario for The pathpresented at the 94th Academy Awards, is on display inside the Greenroom.
The evocative campaign draws on the parallels between the two companies and celebrates more than just technical excellence. Cinema, like a clockwork, is a moment frozen in time, but with the power to overcome the constraints of hours and minutes. The emotions linger long after the end credits, the questions raised have the ability to change our perspective on life, and the characters often inspire us to be better versions of ourselves.
(All photos: Rolex)