Rolex, a Founding Supporter of the Academy Museum of Motion Pictures, is committed to the art of filmmaking, the preservation of cinema, and the transmission of knowledge and skills to future generations
Going to the cinema and watching a movie is one way to escape the realities of life and immerse ourselves in the lives of the characters on screen. Or it can also be a way for us to appreciate acting as an art form where for some, we learn about history or the life of a famous personality.
A few months ago, the Academy Museum of Motion Pictures opened its doors in Los Angeles, marking a major milestone in cinema history with Rolex as a founding supporter. The support of this pioneering institution seals Rolex’s continuous commitment to pursuing and promoting the art of filmmaking, the preservation of cinema, and the transmission of knowledge and skills to future generations.
The museum, which was designed by Pritzker Prize-winning architect Renzo Piano, features the very first largest institution in the United States devoted to the history, science, and cultural influences of filmmaking. Many of us, film buffs especially, will want to get lost in 50,000 sq ft of galleries, two theatres, a 1,000-seat auditorium, an education studio, and beautiful public areas to admire.
Designed by Pritzker Prize-winning architect Renzo Piano, this hub for film lovers has 50,000 sq ft of galleries, two theatres, including a 1,000-seat auditorium, an education studio and beautiful public spaces
The Rolex Gallery, a permanent, multi-room experience on the museum’s third floor, features “Stories of Cinema”, with special installations that reveal the many aspects of moviemaking – technology, artists, history and social impact
Not just a spectator, the Academy Museum of Motion Pictures invites us to be a participant through exhibitions, screenings, programmes, and collections.
Taking place of pride in this museum is the Rolex Gallery, a permanent, multi-room experience on the museum’s third floor that features “Stories of Cinema”. The room is filled with special installations that reveal the many aspects of moviemaking — technology, artists, history, and social impact — through a variety of diverse and engaging voices that convey the magic of this art form. The legendary Cosmograph Daytona, owned by actor and motor racing enthusiast Paul Newman, is also on display in the museum.
The link Rolex has with movies has grown over the years as Rolex watches, a symbol of fortitude and strength, appeared on actors’ wrists in many memorable films — has grown ever stronger over the years, notably through the watchmaker’s support for film directors, whether established or rising talents.
Two to note are Rolex film testimonees — James Cameron and Martin Scorsese — who have redefined the art of storytelling. They both personify excellence in their craft and are committed to passing on their knowledge and wisdom to young filmmakers. As directors, they recognise the importance of capturing moments in time, with their works serving as an artistic interpretation of the world around us.
Apart from the testimonees, another way that Rolex is linked to the world of cinema is by supporting young filmmakers through its mentoring programme. The Rolex Mentor and Protégé Arts Initiative is a programme that seeks out gifted young artists from all over the world and brings them together with artistic masters for a period of creative collaboration in a one-to-one mentoring relationship.
Since 2002, Rolex has paired mentors and protégés in dance, film, literature, music, theatre, visual arts, and architecture. The mentoring programme has evolved into an enriching dialogue between artists of different generations, cultures, and disciplines, helping ensure that the world’s artistic heritage is passed on to the next generation.
Mentors in film have included directors Alfonso Cuarón, Stephen Frears, Alejan- dro G. Iñárritu, Mira Nair, Martin Scorsese, Zhang Yimou, and film editor Walter Murch. The current mentor is director Spike Lee.
By illuminating the past, present and future of motion pictures, the nuseum aims to advance people’s understanding of cinema through exhibitions, screenings, programmes and collections
Rolex on the big screen
The Rolex in film started spontaneously, as the first great actors who wore the brand’s watches did so completely informally because they lend their power and their notion of success.
For example, when Marlon Brando played his legendary role as Colonel Kurtz in Apocalypse Now, he was wearing a Rolex watch. In The Color of Money, Paul Newman sported one as he manipulated a pool cue as Fast Eddie Felson. And in Titanic, Bill Paxton, as treasure hunter Brock Lovett, was wearing a Rolex as he descended to the famous wreck in a submersible.
The appearance of these watches was not the result of product placement, as Rolex has never involved itself in such marketing tactics. Instead, the watches were the personal choice of directors using the brand to subtly portray fortitude in their characters — a sense of toughness and control, along with a sophisticated sense of style.
Rolex appreciates storytelling in film as it has its own great story to tell. The company’s history is marked by more than a century of innovation. In 1926, the Rolex Oyster — a masterpiece of watchmaking as the world’s first waterproof watch — in its own way changed the course of history. For the first time, people could pursue new active lifestyles and go to remote places like the tops of mountains with a reliable, precise, robust watch.
For both filmmaking and watchmaking, a masterpiece is a work of outstanding artistry and skill that captures a moment in time, unleashing raw emotion and forever inspiring people to see the world with a new lens. It is nothing less than a force for change, one that does not lose its power.
As a celebration of humanity’s creativity, it stays relevant, no matter how many years have passed. But to achieve a masterpiece of timekeeping or a film classic demands more than just vision and a strong creative idea. It takes a team of technicians, engineers, and artisans, each with a crucial role in a complex mechanism. In their pursuit of excellence, watchmakers and filmmakers instill precise detail at every level of their work in a seamless blend of art and science.
Rolex at the awards
In 2017, Rolex entered a formal partnership with the Academy of Motion Picture Arts and Sciences became the Academy’s Exclusive Watch and Proud Sponsor of the Oscars ceremony. The two organizations are united by a sense of history, the pursuit of excellence, and a mission to preserve and celebrate the creation of extraordinary works – masterpieces. This long-term partnership promotes excellence in the film industry and the transmission of its heritage for future generations. It is manifested in many different ways.
The Oscars
Every year, the finest actors, filmmakers, and technicians are presented for judgement by their peers at the Oscars, one of the most widely anticipated events in the world. The Academy Awards have a key purpose – the recognition of excellence, which is supported by Rolex as Exclusive Watch of the Academy of Motion Picture Arts and Sciences.
The Rolex Greenroom
Union Station, a historic landmark in Los Angeles and one of the last great train stations in the United States, was the venue for the 93rd Oscars Greenroom. Since 2016, Rolex has designed and hosted the Greenroom, where presenters and special guests mingle before participating in the Oscars.
The Governors Awards
The Governors Awards presentation is an annual award ceremony hosted by the Academy of Motion Picture Arts and Sciences honouring lifetime achievement in film. Rolex has been a sponsor of the annual Governors Awards since 2018.
JOSHUA WHITE, JWPICTURES/©ACADEMY MUSEUM FOUNDATION
©Iwan Baan Studios, Courtesy Academy Museum Foundation
