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 Academy Awards, where DiCaprio’s first campaign with Rolex will make its television debut during the broadcast.
The relationship between DiCaprio and Rolex has been decades in the making. Long before this official partnership, the Oscar-winning actor has been spotted wearing the brand’s timepieces since the 1990s. Early in his career, a young DiCaprio was photographed wearing a steel Zenith-powered Daytona ref. 16520, while more recently, he was seen courtside at a Lakers game in December 2024 sporting a white gold Daytona ref. 116509 “Racing.”
For Rolex, DiCaprio represents more than just star power. The brand is known for selecting ambassadors based on both their achievements and values. Beyond his acclaimed performances in films like “Titanic,” “The Revenant,” and “Killers of the Flower Moon,” DiCaprio has established himself as a prominent environmental activist since founding his eponymous foundation in 1998. This environmental commitment aligns perfectly with Rolex’s own Perpetual Planet initiative, which supports individuals and organizations working to protect the environment.
DiCaprio joins the Rolex family alongside two of his most significant collaborators. Martin Scorsese, who directed DiCaprio in films like “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 testimonee 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 backed in 2023. Whether this investment will continue alongside his Rolex ambassadorship remains to be seen.
As DiCaprio steps into his role as a Rolex ambassador, the brand describes him on their website as a “Hollywood icon and climate champion,” suggesting that his partnership will emphasize both his artistic achievements and environmental advocacy. For a brand that rarely makes splashy announcements, the decision to introduce DiCaprio during Hollywood’s biggest night speaks volumes about the significance of this partnership in connecting luxury timepieces with meaningful advocacy for our planet.
