Leonardo DiCaprio is front and center in Rolex’s new global campaign, Reach for the Crown, which highlights figures who embody the brand’s ideals of talent, perseverance, and ambition. The 50-year-old actor, known for his acclaimed roles in Titanic, The Departed, and Blood Diamond, is featured across Rolex’s website and social media, joining an elite lineup that includes James Cameron, Martin Scorsese, Coco Gauff, Tiger Woods, and Roger Federer.

The campaign emphasizes more than individual achievement. “Rolex crowns those whose talent and unwavering determination inspire the world,” the campaign states. “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.”

DiCaprio has long been associated with Rolex, frequently seen wearing the brand’s watches since the 1990s. However, he’s also supported other watchmakers, most notably ID Genève, a sustainability-focused brand he financially backed in 2023. As GQ’s Oren Hartov pointed out, DiCaprio’s stake in ID Genève “speaks to his broader interest in bringing together watches and environmentalism,” a direction that aligns with Rolex’s recent efforts, including the release of its first public sustainability report.

Hartov suggests that DiCaprio’s new role as a Rolex testimonee may preclude future public affiliations with rival watch brands, noting, “Presumably, his participation in that seed round will constitute his sole investment now that he’s a Rolex testimonee.” He adds that audiences can now expect “turbo-charged, Rolex-themed watch spotting at each and every red carpet going forward.”

The campaign also incorporates footage from a range of sporting events Rolex sponsors, showcasing the brand’s ongoing connection with athletic excellence. However, one major absence is Formula 1, despite Rolex’s historical presence in the sport.