Rolex to Sponsor Greenroom at the 89th Oscars

88th Oscars Greenroom, 2016

For the second consecutive year, Rolex will be the Exclusive Sponsor of the Oscars Greenroom. This sponsorship fits nicely in the branding model of the watchmaker, focusing on centers of influence that exemplify excellence. In the world of cinema, nothing represents excellence in filmmaking like the Academy Awards, airing on ABC Sunday, February 26, 2017.

The watchmaker will tap into their Geneva-based design team to create a new design concept for this year's event. Last year their concept was to recreate a modern Hollywood Hills home, complete with a wall decal featuring the Los Angeles skyline. Framed photos of Hollywood legends also adorned the room, some wearing Rolex timepieces. Rolex wall clocks were also featured, allowing presenters to keep track of time while waiting to head to the stage.

This partnership with the Oscars comes just weeks before their presentation at Baselworld 2017 and after their splash at the Australian Open. Rolex's ties to cinema go beyond the award show, with filmmakers like Alfonso Cuarón and Martin Scorsese participating in their Mentor and Protégé Arts Initiative. James Cameron is also a part of the Rolex family as a Testimonee and inspiration for the D-Blue Deepsea model.

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