Leonardo DiCaprio announced officially as new Rolex brand ambassador

Leonardo DiCaprio Joins Rolex: A Major Flex for the Hollywood Icon

Leonardo DiCaprio has long been one of Hollywood’s most celebrated actors, and now he’s adding another prestigious title to his name: Rolex Testimonee. The Oscar-winning star has officially joined the Crown’s elite roster, standing alongside the likes of Roger Federer and Martin Scorsese as an ambassador for one of the most recognized luxury watch brands in the world.

A Natural Fit for Rolex

DiCaprio’s partnership with Rolex makes perfect sense. Known for his impeccable style and love for fine watches, he’s been spotted wearing various Rolex models over the years, particularly the Daytona. In fact, images of a young DiCaprio sporting a steel Zenith-powered Daytona ref. 16520 date back to the 1990s, solidifying his long-standing affinity for the brand. More recently, he was seen wearing a Daytona ref. 116509 “Racing” courtside at a Lakers game in December. His admiration for Rolex even extended to philanthropy—he auctioned off a white gold Daytona at his foundation’s annual gala in 2016, engraving it with a personal note: “Best, Leo.”

Beyond the Watches: Rolex’s Long-Term Commitment

Rolex ambassadorships aren’t just about giving celebrities access to their latest models. The brand is known for supporting its Testimonees’ professional and philanthropic efforts, aligning with individuals who excel in their fields while making meaningful contributions to society. DiCaprio fits this mold perfectly—not only as a Hollywood powerhouse but also as a dedicated environmentalist. Since founding the Leonardo DiCaprio Foundation in 1998, he has championed numerous environmental causes, a mission that aligns with Rolex’s conservation initiatives, such as Mission Blue and the Rolex Explorers Club grants.

This approach to brand partnerships isn’t new for Rolex. Take James Cameron, for example, another Rolex ambassador and director of Titanic—DiCaprio’s breakout film. Cameron famously took a Rolex prototype on his deep-sea expedition to the Mariana Trench, a model that later inspired a production piece. With DiCaprio now officially in the Rolex family, we may see similar collaborations in the future, intertwining his environmental efforts with Rolex’s broader commitment to sustainability.

The Subtle Announcement

Unlike some high-profile endorsements, Rolex’s unveiling of DiCaprio as a Testimonee was subtle yet effective. The news broke in a new Rolex commercial, “Reach for the Crown,” where DiCaprio appears momentarily in a scene as Jay Gatsby, a nod to his role in The Great Gatsby. Additionally, Rolex updated its website to include a dedicated page for him, highlighting his dual identity as a “Hollywood icon and climate champion.”

The timing of this announcement also raises eyebrows. It follows Longines’ recent signing of Henry Cavill as an ambassador, signaling an ongoing battle between luxury watch brands to secure high-profile figures. Rolex, however, plays the long game, forming relationships that extend beyond traditional celebrity endorsements.

What About ID Genève?

One interesting twist in this partnership is DiCaprio’s prior investment in ID Genève, an eco-friendly watch brand, back in 2023. While it remains to be seen how this involvement will evolve now that he’s officially a Rolex ambassador, it’s clear that his interest in sustainable horology likely played a role in Rolex’s decision to bring him onboard. The brand recently released its first public sustainability report, and DiCaprio’s presence could help reinforce its commitment to responsible luxury.

What’s Next?

With DiCaprio now representing the Crown, watch enthusiasts can expect to see even more Rolex spotting on red carpets, particularly at major events like the upcoming Oscars. Whether he sticks to his beloved Daytonas or branches out to other models remains to be seen, but one thing is certain: having DiCaprio on board is a major power move for Rolex.

Stay tuned as we keep an eye on what pieces the Hollywood legend sports next.