See inside the Rolex Greenroom at the 2025 Oscars
Celebrating decades in the cinematic world, the luxury Swiss watchmaker has created a revitalising space for nominees, presenters, and guests to watch the action
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THE 97TH ACADEMY AWARDS are mere days away, and everyone from the film to fashion world are gearing up. None, however, are preparing for the movie business’ big ticket event like Rolex. For the past decade, the luxury Swiss watchmaker has been hosting nominees, presenters, and guests at its Greenroom in Los Angeles’ Dolby Theatre, where the ceremony takes place. This is the kind of place Leonardo DiCaprio would’ve taken the Oscar he won in 2016 for a drink, a moment of respite before going off to face the press (and after parties).
Naturally, the wildfires that razed parts of the city in January have loomed over the industry this awards season. Many vocal figures even questioned whether or not ceremonies should go forward. This was a consideration for the watchmaker when redesigning this year’s Greenroom: running on the theme of restoration in the natural world, Rolex created a space with undulating lines in earth and verdant tones, depicting the rewilding and recovery of a natural habitat.
The room will no doubt be packed, if not the centre of the action, with film luminaries and hot favourite nominees this year choosing to cosy up away from the auditorium. On display will be an Oyster Perpetual Day-Date 40 in 18 carat Everose gold with a Sundust dial, fluted bezel and a President bracelet, an esteemed piece of craftsmanship, worthy of sharing the room with film’s biggest names on the night.
For a brand such as Rolex, though, the relationship they’ve bonded over with the film industry was founded on a mutual respect for technical excellence and craftsmanship. The two run deep. Besides obvious associations of fitting out the wrists of every major James Bond (effectively dubbing them ambassadors of style and good taste), and the best-dressed men on premiere red carpets, the watchmaker has been supporting some of cinema’s biggest endeavours for the past half century. A keen partner of the Academy of Motion Picture Arts and Sciences (AMPAS), the brand has worked at encouraging the preservation of inimitable iconography over the years as a key sponsor at the ceremony and Governors Awards. One of their monumental undertakings with the AMPAS was the Academy Museum of Motion Pictures in Los Angeles, where the brand is a founding supporter.
This all comes to a head with the Rolex Perpetual Arts Initiative that has been supporting other artistic endeavours in music and architecture. The Greenroom is a little slice of that legacy for guests to peruse during the ceremony, while dipping in and out of the auditorium. It’s a space to celebrate the excellence of two craft-driven entities coming together to bring a focus back on the restoring the natural world.
And if you’re lucky enough to be there on the night, there’ll also be a blown-up version of the golden man by the entrance, so you won’t lose your way.
To find out more about Rolex’s Greenroom here.
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