Rolex Announces Leonardo DiCaprio as the New Face of Its 'Reach for the Crown' Campaign
Rolex has unveiled its latest promotional campaign, Reach for the Crown, in collaboration with what it proudly refers to as The Rolex Family.
Hollywood icon Leonardo DiCaprio has been officially named as the newest Rolex ambassador, making his debut appearance in online videos launched today to support the initiative.
While the Prince and Princess of Wales may have been an ideal fit (though perhaps Harry and Meghan would have been open to the role), few individuals possess the global influence and prestige that make DiCaprio such a fitting choice to front this campaign.
The acclaimed actor and environmental advocate has taken centre stage in a freshly updated Rolex Family portrait, prominently displayed on the brand’s website.
A Star-Studded Rolex Family Portrait
The Reach for the Crown promotion showcases many familiar faces from the Rolex ambassador lineup. The campaign, which was released today across the brand’s official YouTube and Instagram accounts, places Leonardo DiCaprio at the heart of a striking collage celebrating the Rolex Family.
Alongside DiCaprio, the portrait includes tennis sensation Coco Gauff, legendary golfers and tennis champions Tiger Woods and Roger Federer, and acclaimed filmmakers James Cameron and Martin Scorsese.
The video montage also highlights Rolex’s prestigious sporting partnerships; however, notable by its absence is Formula 1, which no longer features in the campaign.
The advert concludes with a signature image of Leonardo DiCaprio impeccably dressed for a major awards ceremony, encapsulating the elegance and excellence associated with the Rolex brand.
Rolex’s Vision for Excellence
On a newly created Family section of its website—dedicated to what were previously termed testimonees—Rolex states:
“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. 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.”
For more details, visit Rolex.com/rolex-family.
