Hollywood superstar, environmental activist, and passionate watch collector, Leonardo DiCaprio, has officially become the latest ambassador for Rolex…
The Swiss luxury watchmaker confirmed the partnership on February 25, 2025, just days before the Academy Awards. This exclusive agreement unites DiCaprio’s passion for haute horology with his commitment to sustainability.
A Longstanding Relationship with Rolex
DiCaprio and Rolex share a history spanning decades. Since the 1990s, the Oscar-winning actor has been seen wearing Rolex timepieces—from the Daytona ref. 16520 in his early years to the Daytona ref. 116509 “Racing”, which he sported at a Los Angeles Lakers game in late 2024.
However, Rolex is more than just a symbol of prestige. The brand selects its ambassadors not only for their success but for the values they uphold. DiCaprio, aside from being one of Hollywood’s most recognizable faces, is a dedicated environmental advocate. His foundation, established in 1998, has been globally recognized for its initiatives in environmental conservation. This commitment perfectly aligns with Rolex’s Perpetual Planet initiative, which supports scientists, explorers, and activists working to preserve nature.
Joining an Elite Circle of Rolex Ambassadors
With this new role, DiCaprio joins his longtime collaborators and friends, Martin Scorsese and James Cameron, both already part of the Rolex family.
- Scorsese, director of classics such as The Wolf of Wall Street, has been a longtime Rolex wearer while supporting film preservation through The Film Foundation.
- Cameron, who cast DiCaprio in his breakthrough role in Titanic, is known for his deep-sea expeditions, often testing special Rolex prototypes in extreme conditions.
What’s Next for DiCaprio’s Watch Investments?
One key question remains—how will this partnership affect DiCaprio’s previous investment in ID Genève, an eco-conscious watch brand he backed in 2023?
Will he continue supporting the sustainable watch industry, or will Rolex take center stage in his collection?
Regardless, DiCaprio is now the face of Rolex, and his involvement hints at a campaign that blends luxury, artistry, and environmental awareness. For a brand that rarely makes major announcements, unveiling DiCaprio during Hollywood’s biggest night speaks volumes about the significance of this collaboration.
