Rolex doesn’t hand out ambassadorships lightly. Their roster includes icons like Roger Federer, filmmaker Martin Scorsese, Carlos Alcaraz, and deep-sea explorer James Cameron. The brand looks for individuals who represent excellence in their field, and Leonardo DiCaprio fits that mould perfectly.
Beyond his Oscar-winning career, DiCaprio has spent decades advocating for the environment. His foundation has been tackling climate change and wildlife conservation long before it was a mainstream cause. Rolex, through its Perpetual Planet Initiative, shares that same commitment. This connection is the pairs’ purpose.
The partnership was officially revealed just before the 97th Academy Awards, and Rolex wasted no time making a statement. DiCaprio’s first campaign with the brand, Reach for the Crown, debuted during the Oscars broadcast. The cinematic ad, a montage of perseverance and achievement, perfectly captured the essence of both Rolex and DiCaprio—timeless, driven, and unwavering in their pursuit of excellence.
Rolex also continued its tradition of curating the exclusive Oscars Greenroom, this year inspired by Rewilding Chile and Rewilding Argentina. The space served as a tribute to nature’s resilience, a nod to their shared dedication to environmental conversation.
He’s no stranger to Rolex, either. Over the years, he’s been spotted wearing vintage Submariners and Daytonas, always complementing his effortless, old-Hollywood style. Now, what was once a personal preference is something more.