By Kien Lee
Since 2017, when Rolex became a partner of the film industry’s highest authority, the Academy of Motion Picture Arts and Sciences (AMPAS), the Swiss Manufacture has played an unmissable role at the annual Oscars award ceremonies. One of these include the Greenroom, a convivial space where nominees and presenters gather before and after stepping onto the stage at the Academy Awards, which enters its 96th edition this year.
Rolex is the Exclusive Watch of the Academy, Proud Sponsor of the Oscars® and Exclusive Sponsor of the Governors Awards. It is also a Founding Supporter and Official Watch of the Academy Museum of Motion Pictures.
The Greenroom is the antechamber at the Oscars, a private space encapsulating a full gamut of emotions from anxiety to unbridled joy. Rolex is there with the stars of the filmmaking industry at what is undoubtedly a career-making win of an Oscar. It has often been said that a Rolex is there at the biggest moments of one’s life, as well as those of the characters in the movies - a theme fêted in Rolex’s emblematic video for 96th Academy Awards for 2024 - in this case, we cannot be closer to that truth.
Every year, Rolex develops an immersive experience and themed decor for the room. Previous iterations have included polar landscapes and underwater worlds.
In 2024, Rolex celebrates nature. With a chromatic spread of green - the colour that everyone has come to associate with the iconic watch brand - the spotlight is on the vegetal world.
The interior design integrates essential elements from nature, with hints of organic structures and chlorophyll, aiming to create harmony between them through a chromatic universe. The shapes within this vegetal universe recall details such as the fluting on watch bezels and the brushed metal surfaces of watch dials, transmitting their luminous vibrations.
To construct this ethereal space, materials ranging from fibres, ceramic, glass have all sustainably sourced, and meticulously put together with exceptional craftsmanship, a nod to the unmatched expertise of Rolex watchmaking.
On display in the Greenroom is the Oyster Perpetual Day-Date 40 in 18 ct Everose gold with a slate ombré dial. A watch of great prestige, the Day-Date has only ever been made from precious metals and is instantly recognizable, partially thanks to its emblematic President bracelet.
Shimmering in the vegetal décor of the 2024 Greenroom, the stately presence of the Day-Date conveys the momentousness of the Oscars® ceremony. Like legendary films, the Day-Date claims its own place in history, unfailingly appropriate for a paramount situation.
Rolex is there at that big moment one will never forget, entered into the archives of epitome of filmmaking and etched into the annals of time.
Perpetual Arts Initiative
For more than a half a century, Rolex has partnered some of the world’s most talented artists and leading cultural institutions to celebrate excellence and contribute to perpetuating artistic heritage, creating a link between the past, present and future.
Through Rolex’s Perpetual Arts Initiative, which includes all of the partnerships related to music, architecture and cinema, as well as the Rolex Mentor and Protégé Arts Initiative, the brand affirms its perpetual commitment to culture.
In all these endeavours, Rolex supports artistic excellence and the transmission of knowledge to future generations, who in turn pass on the world’s cultural legacy.
