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The rumours were true: Swiss watchmaker Rolex has secured Hollywood icon Leonardo DiCaprio as an ambassador for a new marketing campaign. | Source: Rolex

DiCaprio leads star-studded marketing campaign for Rolex

Posted March 03, 2025 | By Samuel Ord

The rumours were true: Swiss watchmaker Rolex has secured Hollywood icon Leonardo DiCaprio as an ambassador for a new marketing campaign.

The 50-year-old actor, famous for his performances in films such as Blood Diamond (2006), Titanic (1997) and The Departed (2006), has been featured on the brand’s website and social media platforms as part of the Reach for the Crown initiative.

DiCaprio appears alongside fellow Hollywood icons James Cameron and Martin Scorcese, as well as a series of prominent athletes, including Coco Gauff, Tiger Woods, and Roger Federer.

“Rolex crowns those whose talent and unwavering determination inspire the world. They all share a vision, a guiding ideal. With audacity and perseverance, they dare to chase the impossible and overcome every challenge to achieve excellence,” the campaign explains.

"And now that DiCaprio’s firmly ensconced at the top of the horological heap, we’re fully expecting turbo-charged, Rolex-themed watch spotting at each and every red carpet going forward."

Oren Hartov, GQ

“Their journeys go beyond personal success. The men and women of the Rolex family inspire the dreams and achievements of today and shape those of tomorrow.”

DiCaprio has been an established supporter of the brand since the 1990s and has been photographed at various events wearing Rolex products.

With that said, he has also previously been associated with other watchmakers – most notably ID Genève, an ‘environmentally friendly’ brand that DiCaprio financially backed in 2023.

“Presumably, his participation in that seed round will constitute his sole investment now that he’s a Rolex testimonee,” Oren Hartov of GQ.

"Still, said investment speaks to his broader interest in bringing together watches and environmentalism — something that surely didn’t go unnoticed by the Crown, which just released its first public sustainability report.”

Hartov continues: “And now that DiCaprio’s firmly ensconced at the top of the horological heap, we’re fully expecting turbo-charged, Rolex-themed watch spotting at each and every red carpet going forward.”

The testimonials also include footage from sports events Rolex supports – notably excluding Formula 1.