In full swing of the fashion month, Rolex has just announced their newest brand ambassador, Leonardo DiCaprio. It comes as no surprise that a heritage name has decided to pair one of the biggest celebrities of the last decades with their product. But why does this work? 

Behind Rolex

The company was founded in 1905 by Hans Wilsdorf and Alfred Davis, in London. Originally named after the two, the name Rolex was invented only three years later, in 1908. The sole purpose of the company was to combine elegancy with precision, a significant challenge. Back in the day wristwatches were considered less accurate than pocket watches. 

The first milestone Rolex achieved came in 1910 when one of its watches received the Swiss Certificate of Chronometric Precision, the first among the wristwatches. A second important distinction for the brand was awarded in 1914 by the Kew Observatory in Great Britain. Shortly after this, the war forced Rolex to relocate to Geneva, Swizerland that back in the day was considered the centre of watchmaking. 

One of the biggest innovations Rolex introduced was the Oyster, in 1926, the world’s first waterproof and dustproof wristwatch. To prove its resistance, Mercedes Gleitze, an english swimmer, crossed the English Channel wearing it. The process lasted 10 hours and the watch remained intact. In 1931 it was time for Rolex to patent the first self-winding mechanism with a perpetual motor, a cornerstone in the brand’s collection.

The Wolf of Wall Street

Leonardo DiCaprio is one of the biggest movie stars of the last decades. He’s played numerous characters from Jack in Titanic, to Nolan’s Dom Cobb in Inception to one of his more recent works, Don’t Look Up. But one of his most iconic roles is none other than The Wolf of Wall Street.

In the movie, DiCaprio plays Jordan Belfort, an aspiring trader on the New York Stock Exchange, that after the 1987 market crash loses his job. By getting into penny stocks, he comes back to the big league, Wall Street. With that, he starts living a lavish lifestyle full of booze, women, parties and expensive cars and properties. 

As said before, among the multitude of DiCaprio’s roles, his Wolf of Wall Street one might be the one that he is remembered for the most. So, with Rolex partnering up with him, they are giving life to every other man’s wildest dreams, living the life of Jordan Belfort. Rolex is positioning their watches as the ultimate status symbol of a wealthy lifestyle.

Leonardo DiCaprio is in good company under the brand’s star-studded arsenal. Rolex excels in picking amazing testimonees from lots of interest spheres such as sports – Jannik Sinner, Roger Federer, Tiger Woods -, explorers – James Cameron, Dawa Yangzum Sherpa – and musical exponents – Cecilia Bartoli, Gustavo Dudamel. 

Reinforcing the brand

Establishing a strong name such as Leonardo DiCaprio as part of the Rolex family is also part of the brand’s growth strategy. Formula 1 and Rolex just parted ways this year with rivals TAG Heuer taking their place as the official timekeeper of the sport. We see the swiss competitor, already under partnership with Red Bull Racing, make this comeback as part of LVMH’s 10-year sponsorship deal with Formula 1. 

Obviously, such a change meant Rolex would have to find another way to reach an exponential audience. An actor as well-known as DiCaprio is guarantying them exposure both among his fans and in the media. Pairing one of the greatest watch makers in the world with one of the greatest actors of our time is a match made in heaven.

Not only this, but Rolex’s mission towards a more sustainable future of the brand aligns perfectly with Leonardo DiCaprio’s efforts towards environmental preservation. Rolex has integrated sustainability in its practices that start from sourcing materials, to making their products and then distribution. The actor is a well-known advocate for biodiversity protection with foundations such as the Leonardo DiCaprio Foundation, Earth Alliance (co-founder) fighting towards a better future for our planet.

The two parties seem to be completing each other to perfection. Details about contractual terms have not been made public, since Rolex is known for its discretion. This collaboration, however, aligns the values of the brand with the ones of DiCaprio and makes for a powerful media narrative.

_{Featured image: Instagram.}