In a strategic move that merges cinematic excellence with horological prestige, Rolex has officially announced Leonardo DiCaprio as its latest brand ambassador. This partnership aligns the iconic Swiss watchmaker with one of Hollywood’s most esteemed actors and environmental advocates.
Rolex, renowned for its precision and timeless design, continues to dominate the luxury watch market. According to the latest Morgan Stanley and LuxeConsult report, the brand holds a commanding 32% share of the Swiss watch market by revenue, solidifying its position as the industry’s leader.
Leonardo DiCaprio Joins the Rolex Family
The collaboration between Rolex and DiCaprio was subtly unveiled through a new commercial titled “Reach for the Crown,” where the actor appears alongside longtime Rolex ambassador and director Martin Scorsese. This advertisement not only highlights DiCaprio’s new role but also emphasizes Rolex’s commitment to supporting the arts and cinema.
DiCaprio, celebrated for his roles in films such as “The Aviator,” “The Departed,” and “The Wolf of Wall Street,” has also been a prominent environmentalist. He established the Leonardo DiCaprio Foundation in 1998, focusing on global conservation efforts. This partnership with Rolex is expected to further both parties’ dedication to environmental causes, aligning with Rolex’s Perpetual Planet Initiative.
Rolex’s Market Dominance and Strategic Partnerships
Despite a challenging year for the Swiss watch industry, with a reported 3% decline in exports in 2024, Rolex has maintained its market dominance. The brand’s revenue surpassed CHF 10.5 billion, increasing its market share to nearly 32%. This growth underscores Rolex’s resilience and strategic positioning within the luxury watch sector.
The timing of DiCaprio’s announcement is particularly noteworthy, coinciding with Rolex’s sponsorship of the upcoming Academy Awards on March 2, 2025. This alignment enhances Rolex’s visibility during a pinnacle event in the film industry and reinforces its longstanding support of the arts.
A New Era for Rolex and DiCaprio
This partnership marks a significant shift in Rolex’s ambassador strategy, traditionally centred around sports figures such as Tiger Woods, Roger Federer, and Phil Mickelson. By embracing a figure like DiCaprio, who embodies both artistic achievement and environmental activism, Rolex broadens its appeal and underscores its commitment to global issues.
