Leonardo DiCaprio has officially joined the Rolex family as its newest ambassador, the Swiss luxury watchmaker announced on February 25, 2025.
The partnership comes just days before the Oscars, where DiCaprio’s first campaign with Rolex will make its television debut during the broadcast.
The relationship between DiCaprio and the brand has been built over decades. Long before this official partnership, the Oscar-winning actor was seen wearing Rolex watches as far back as the 1990s. Early in his career, a young DiCaprio was photographed wearing a steel Daytona with a Zenith movement, ref. 16520, while more recently, he was spotted courtside at a Lakers game in December 2024 sporting a white gold Daytona ref. 116509 “Racing.”
For the brand, DiCaprio represents more than just star power. Rolex is known for selecting ambassadors based on their achievements and values. In addition to his acclaimed performances in films such as *Titanic*, *The Revenant*, and *Killers of the Flower Moon*, DiCaprio has established himself as a prominent environmental activist since founding his namesake foundation in 1998. This environmental commitment aligns perfectly with Rolex’s Perpetual Planet initiative, which supports individuals and organizations working to protect the planet.
DiCaprio joins the Rolex family alongside two of his most significant collaborators. Martin Scorsese, who directed DiCaprio in films such as *The Departed* and *The Wolf of Wall Street*, has been a Rolex ambassador for years, with the brand supporting Scorsese’s Film Foundation. Similarly, James Cameron, who directed DiCaprio in *Titanic*, is another Rolex testimonial who has taken specialized Rolex prototypes on his deep-sea expeditions.
Interestingly, DiCaprio’s new role raises questions about his previous investment in ID Genève, an eco-friendly watch brand he supported in 2023. It remains unclear whether this investment will continue alongside his role as a Rolex ambassador.
As DiCaprio takes on his role as a Rolex ambassador, the brand describes him on its website as a “Hollywood icon and climate champion,” suggesting that their partnership will highlight both his artistic achievements and his environmental advocacy. For a brand that rarely makes flashy announcements, the decision to feature DiCaprio during Hollywood’s biggest night speaks volumes about the significance of this partnership in linking luxury watches with meaningful environmental advocacy.
Source: LuxuryLaunches. This content was created with the help of AI and reviewed by the editorial team.
