In 2017, Rolex solidified its alliance with the Academy of Motion Picture Arts and Sciences, assuming the role of Exclusive Watch of the Academy, Proud Sponsor of the Oscars®, and Exclusive Sponsor of the Governors Awards. This strategic partnership allows the brand to champion excellence, perpetuate knowledge, preserve art, and expose new talent. The Academy's mission aligns perfectly with Rolex's values to celebrate all facets of the film industry, safeguard its heritage for future generations, and inspire and unite global audiences through its love for cinema.

As part of this collaboration, Rolex has also taken over the Greenroom at the Dolby Theatre, a vibrant space where nominees and presenters often gather before and after the Oscars. This immersive experience, crafted by Rolex with original decor each year, always reflects a pre-defined theme. In 2024, the brand celebrated the plant world, evoking a sense of lightness and delicacy, drawing inspiration from the image of fans. The concept seamlessly integrates essential elements of nature - organic structures and chlorophyll - to create a harmonious, colourful universe. Using sustainable materials - fibres, ceramics, glass - underscores Rolex's commitment to excellent craftsmanship.