Leonardo DiCaprio is the new brand ambassador for Rolex

Leonardo DiCaprio has been named the new brand ambassador for Rolex Watches.

The Swiss brand made the announcement on February 25th, just days before the Academy Awards.

DiCaprio’s first campaign with Rolex will debut during the broadcast on March 3rd.

But this partnership is no sudden development – the Titanic actor has been a fan of the watches for decades.

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A brief history of Leonardo DiCaprio and his love of Rolex Watches

DiCaprio has been a big name in Hollywood for over three decades.

His movies have been wildly successful, grossing over $7.2 billion worldwide.

Some of his most popular titles include Inception, Catch Me If You Can, Once Upon A Time in Hollywood, and The Revenant.

People know a lot about him, including his interest in environmental activism and his impressive array of acting awards.

But perhaps lesser known about the 50-year-old is his appreciation of watches.

In the earlier days of his career, he was photographed wearing a steel Zenith-powered Daytona ref. 16520.

Recently, he was spotted repping a white gold Daytona ref. 116509 ‘Racing’ outside a Lakers game.

So it’s a long lasting relationship.

But the partnership goes beyond mutual admiration.

DiCaprio’s commitment to environmental causes is in perfect sync with Rolex’s own Perpetual Planet Intiative.

The Initiative supports ‘three major fields of action: ocean conservation, wilderness protection and the preservation of the living world’.

Through this, the company hopes to support scientists and organizations committed to the above aims.

DiCaprio has previously been tied to campaigns pushing for watch sustainability, through a 2023 partnership with Swiss watchmaker ID Genève.

But whether or not that partnership will continue in light of the Rolex collaboration remains to be seen.

Other celebrity faces – or wrists – that have been associated with the brand

DiCaprio isn’t the first Hollywood big name to be brought in as an ambassador for Rolex.

In fact, two fellow celebrity ambassadors are renowned for frequent collaborations with DiCaprio.

First, there’s Martin Scorsese, who directed DiCaprio in The Departed and The Wolf of Wall Street.

In addition to being an ambassador, Rolex support Scorsese’s Film Foundation, which does work with film preservation and education.

And James Cameron is also linked to the company – we all know that he directed DiCaprio way back in 1997 for Titanic.

Cameron has used specialized Rolex prototypes on his deep-sea expeditions.

The director clearly enjoys underwater excursions, having recently traveled to the deepest point of the ocean.

But as we all know, celebrities and luxury watches are never too far apart.

For instance, rapper and producer Jay-Z has been known to rep some pricey ones in his time.

They include a $340k Bugatti Tourbillon wristwatch and an ultra-rare Rolex.