The 95th Academy Awards recently concluded and what a show it was. The indie film “Everything Everywhere All At Once” starring a mostly Asian cast swept the Oscars and became the most awarded movie since “Slumdog Millionaire”. Not to mention the two tearful, heartfelt acceptance speeches by comeback stars Brendan Frasier and Ke Huy Quan. Then, the musical numbers, the red carpet… it was indeed quite a memorable night (morning for us).
The Oscars is an important event because it represents the pinnacle of film achievement. It is a unique celebration of talent, excellence, inspiration, and technical genius in filmmaking — an ode to a “work done handsomely”, to use the words of founder Hans Wilsdorf, and Rolex plays its part in making this prestigious ceremony take place.
Rolex’s involvement with the film industry began long ago, when Sean Connery, Paul Newman and Marlon Brando were the big stars of the day, proudly wearing Rolexes onscreen. Several initiatives in cinema were kicked off by Rolex, such as the Rolex Mentor and Protégé Arts Initiative in 2002 and having well-known directors with an affinity for the brand as Rolex Testimonees.
But it was in 2017 that Rolex cemented its place in the story of film, when it sealed its partnership with the Academy of Motion Picture Arts and Sciences, the film industry’s highest authority. Rolex became the Proud Sponsor of the Oscars, the Exclusive Watch of the Academy of Motion Picture Arts and Sciences, and the Exclusive Sponsor of the Governors Awards. Rolex has sponsored every Oscars ceremony since then.
But while the ceremony, the red carpet and interviews are telecast to over 200 territories worldwide, there is a part of the Oscars the public glimpses only occasionally. This is the Greenroom, the antechamber of the Oscars where nominees and presenters gather before and after stepping onto the stage. Rolex is the official host of the Greenroom since the 88th Academy Awards in 2016, preceding their formal support of the Oscars by a year.
The Greenroom is an exclusive lounge for Oscar presenters, nominees and winners to use prior to the show, where nerves are calmed and mingling takes place. It is located in the Dolby Theater, where the Oscars have been held since 2002. It is the Greenroom where presenters emerge from to announce winners and return to with the winner. The biggest names in cinema have occupied the Greenroom at one time or another. Imagine the stories the Greenroom could tell us, if walls did indeed talk.
Each year, Rolex develops a new unique immersive experience and decor for the Greenroom. In 2023, the Greenroom underwent a sustainability-themed update, being transformed into a tropical forest, conveying a tropical luxury eco-suite vibe. The ceiling is adorned with a canopy of emerald-green leaves, made of glass; bamboo stands made of ceramic run up the feature wall; and the room presents itself in various shades of green, including the custom-designed seating (designed by Rolex and Italian furniture designer Paola Lenti).
Rolex has to represent, of course, so a classic Oyster Perpetual Datejust 36 timepiece is on display in the Greenroom.
This theme was selected to pay homage to explorers and scientists who take action on the ground to protect the planet. The Greenroom is a poetic expression of the brand’s commitment to the preservation of ecosystems, as part of its Perpetual Planet Initiative.
This Initiative is relatively new, introduced in 2019. The initiative was developed out of a desire to reflect the approach of explorers who seek to understand the environmental challenges of our world and put forward solutions to overcome them. Often, Rolex accompanied these explorers, usually through the timepieces they wore in their adventures. The initiative is built on three founding pillars: two long-standing partners, Mission Blue and the National Geographic Society, and the Rolex Awards for Enterprise. The Initiative has now grown to include over 20 partners.
Rolex’s involvement with the film industry, as mentioned, precedes its partnership with the Oscars. The Rolex Mentor and Protégé Arts Initiative supports budding filmmakers by pairing them with established directors (hence, a Mentor and a Protégé), with the recent pairing being director Spike Lee mentoring Native American filmmaker Kyle Bell.
Legendary directors Martin Scorsese and James Cameron are currently Rolex Testimonees, with Scorcese joining as a Testimonee in 2017, making that a very memorable year for Rolex in film. Rolex is also a Founding Supporter of the Academy Museum of Motion Pictures which opened in Los Angeles in September 2021. The Museum is devoted to the arts, sciences, and artists of moviemaking. Among its 50,000 square feet of galleries is the Rolex Gallery, a permanent exhibit featuring “Stories of Cinema”.
In conclusion, Rolex’s sponsorship of the Oscars and partnership with the film industry are aligned with its commitment to excellence, the perpetuation of knowledge, the conservation of the art, and the rise of new talent, with the Greenroom designed to reflect the brand’s commitment to environmental preservation through the Perpetual Planet Initiative.
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