The Oscars Greenroom is not a room most people will ever enter. Offstage, just steps from the moment a name is called, it is where nominees sit with their nerves, where winners arrive still dazed, where the evening’s most private emotions play out. For the past several years, that space has been shaped by Rolex—and in 2026, the brand made it count.
The occasion was significant: a centenary. One hundred years since the iconic Oyster, the world’s first waterproof wristwatch, changed what a timepiece could be. To mark it, Rolex reimagined the Greenroom as an environment that moves between eras without strain—green velvet surfaces, brushed champagne-gold finishes, anodised accents in varied golden tones.
The palette was not incidental. Green and gold pay homage to Rolex’s signature colours, but here they carried additional weight: gold for the film industry’s particular kind of allure and brilliance, green for the precision and persistence that defines Rolex’s legacy and connection to excellence.
At the centre of the space sat the Oyster Perpetual Cosmograph Daytona in 18 ct yellow gold, its vibrant green dial a quiet anchor to everything the room was saying. Rolex’s presence at the Oscars is by now a settled fact of the industry calendar. Since 2017, Rolex has supported the Academy of Motion Picture Arts and Sciences, serving as Proud Sponsor of the Oscars, hosting the event’s Greenroom, as well as supporting the Governors Awards, which recognise lifetime achievement and humanitarian efforts in the film industry.
Rolex also sponsors Film at Lincoln Center as Official Partner and Exclusive Timepiece. What sustains that relationship is a genuine overlap in values: both worlds are built on technical mastery pushed to its limit in service of something that moves people.
That conviction runs deeper than a single evening. The Perpetual Arts Initiative—Rolex’s global cultural framework, spanning architecture, cinema, dance, literature, music, theatre, and the visual arts—has shaped the brand’s engagement with creative practice for more than five decades.
It began, in one sense, with soprano Dame Kiri Te Kanawa in 1976, and has since grown into a network of Testimonees whose work defines their fields: filmmakers James Cameron, Martin Scorsese, and Jia Zhang-Ke; actors including Leonardo DiCaprio. The most recent addition is Emmy Awardwinning actor, singer and producer Zendaya, appointed in 2025, who is one of the most exciting young talents in contemporary cinema.
Rolex does not announce itself loudly. The Greenroom is elegant rather than ostentatious; the Cosmograph Daytona present rather than displayed. But the accumulated weight of a hundred years—of the Oyster, the Cosmograph Daytona, the Perpetual Arts Initiative, the decades of relationships with artists who take their craft seriously—gives the brand’s presence at Hollywood’s most celebrated night the quality that Rolex prizes most in a watch: it looks as though it could not have been made any other way.
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