The acclaimed actor, environmental activist, and philanthropist has become the newest ambassador for the iconic Swiss watch brand.
If there’s a way to symbolize the pursuit of excellence and timeless quality, few things embody it quite like a Rolex watch. The luxury Swiss brand has long been associated with individuals who rise to the occasion, and now, Leonardo DiCaprio, one of Hollywood’s most celebrated actors and environmental advocates, has been chosen to join the ranks of Rolex’s esteemed “Testimonees.” This new partnership highlights not only DiCaprio’s stellar career in entertainment but also his commitment to the world’s most pressing environmental issues.
This week, Rolex made a quiet yet powerful announcement, introducing DiCaprio as the newest member of its iconic roster. The actor is now part of the select group of influential individuals who have been chosen to represent Rolex, including names such as tennis legends Roger Federer and Coco Gauff, golfing champion Tiger Woods, and directors like James Cameron and Martin Scorsese. The news was shared with minimal fanfare, reinforcing the brand’s penchant for understated elegance and its commitment to long-term partnerships over flashy celebrity endorsements.
DiCaprio, widely regarded as a game-changer in the entertainment world, is also a lifelong supporter of environmental causes. His work as an activist and philanthropist aligns perfectly with Rolex’s values, making him an ideal ambassador. For decades, DiCaprio has used his fame and fortune to highlight issues like climate change, biodiversity, and sustainability. His foundation, the Leonardo DiCaprio Foundation, has funded numerous initiatives focused on preserving the planet for future generations.
The actor’s connection to Rolex is not just a passing fancy; DiCaprio has been a fan of the brand for years, particularly of the Rolex Daytona—a model he has been spotted wearing multiple times in the past. The Rolex Daytona, known for its precision and sophisticated design, is a fitting choice for an individual whose own work reflects the pursuit of excellence and attention to detail. It’s no coincidence that DiCaprio is now officially tied to the brand, as he has long been seen wearing the iconic timepiece, including the “Racing” Reference 116509, which can fetch upwards of $35,000 in the resale market.
The Rolex Daytona has a rich history, tied to motorsport and precision timing, which makes it a perfect complement to DiCaprio’s dedication to both his craft and his causes. Known for his roles in films like Titanic, The Revenant, and Inception, DiCaprio has always sought to push boundaries, choosing roles that challenge him and captivate audiences worldwide. In much the same way, Rolex has long been at the forefront of watchmaking innovation, continuously refining its designs and mechanisms to create timepieces that are both beautiful and reliable.
In a statement about the new partnership, Rolex highlighted DiCaprio’s advocacy for environmental change, noting that his efforts are guided by a desire to inspire action and create lasting impact. This aligns closely with Rolex’s core mission, which has always been about crafting timepieces that endure. The brand’s watches are built to last and to withstand the test of time, much like the values DiCaprio espouses in his activism. As a global ambassador for the environment, DiCaprio is more than just an actor—he is a force for change, using his platform to draw attention to the urgency of addressing the climate crisis.
The new campaign, titled “Reach for the Crown,” sees DiCaprio revisiting his iconic role as Jay Gatsby from The Great Gatsby (2013), adding a layer of nostalgia and elegance to his partnership with Rolex. It’s a subtle yet powerful Easter egg for fans of both the actor and the brand. The campaign reinforces the idea that, just as Gatsby reaches for the American Dream, DiCaprio now reaches for something more timeless: a legacy of environmental stewardship and artistic achievement.
In addition to his environmental efforts, DiCaprio has always been a figure who values excellence in every aspect of his life. His decision to wear a Rolex is not about status or fashion—it’s about legacy. As Paul Altieri, CEO of luxury watch resale site Bob’s Watches, explained, “A Rolex on his wrist isn’t about status—it’s about legacy.” DiCaprio’s partnership with Rolex isn’t simply a reflection of his personal taste in watches; it is a statement about the enduring nature of both the actor and the brand. Much like Rolex itself, DiCaprio has carved out a place for himself in the annals of history, one that will be remembered for his groundbreaking performances and his tireless work to make the world a better place.
Altieri also pointed out that Rolex is a brand that defines trends rather than follows them. “Rolex doesn’t follow trends; it defines them,” he said. “And Leonardo DiCaprio? He’s been doing that for decades.” This partnership is symbolic of the shared values of excellence, resilience, and impact—qualities that both DiCaprio and Rolex stand for. From the glamorous red carpets of Hollywood to the remote corners of the world, fighting for the planet, DiCaprio has always sought to make a difference. Just as Rolex continues to produce some of the finest watches in the world, DiCaprio has spent his career chasing meaningful achievements rather than fleeting moments of fame.
While the partnership may be new, it’s clear that this is a perfect match for both Rolex and DiCaprio. The actor’s career trajectory, marked by dedication and purpose, mirrors Rolex’s own philosophy of crafting watches that transcend generations. As a Testimonee, DiCaprio will undoubtedly continue to represent the timeless values of both his craft and the iconic Swiss watchmaker. Whether on screen or in the world of philanthropy, DiCaprio’s legacy is poised to endure, much like the timepieces that Rolex creates.
As this new chapter unfolds, keep an eye on both DiCaprio and Rolex. The partnership is poised to bring more exciting collaborations, campaigns, and meaningful contributions to the world in the years to come.
