The Oscar-winning actor and climate change activist Leonardo DiCaprio has been confirmed as the latest ambassador for Swiss watchmaker Rolex

There’s been no official announcement, just a video subtly uploaded to the Rolex website, which proclaimed the beginning of its newest campaign, “Reach for the Crown.” And yet, within just four hours, the Swiss watchmaker’s video had garnered over 8 million views – partly thanks to the sudden appearance of Leonardo DiCaprio, whose image appears several times during the new film. The partnership comes just a week ahead of the 2025 Oscars ceremony, and a little over a month before the next Watches & Wonders industry fair in Geneva.

The actor and sustainability advocate has been confirmed as the latest star to join the Rolex ‘family’ as an ambassador (which the brand likes to refer to as a ‘testimonee’), joining a pantheon of other modern greats including top athletes (Roger Federer, Coco Gauff, Scott Brash), adventurers (Alain Hubert, Ed Viesturs, Dawa Yangzum Sherpa) and artists, including the film directors James Cameron and Martin Scorsese, both previous DiCaprio collaborators.

In 2023, it was announced that DiCaprio had invested in the pioneering eco-watch brand ID Genève, which creates luxury watches based on principles of the circular economy, using ethically-sourced and recycled materials. However, the actor is also a longstanding Rolex fan, having been spotted wearing Daytona models in the past.