You heard it here first. Hollywood royalty Leonardo Di Caprio is now part of the Rolex roster of testimonies, appearing today in online videos promoting a new Reach for the Crown initiative.
Short of employing the Prince and Princess of Wales (I’m sure Harry and Meghan would have taken the gig), there are few people on the planet more high-profile and better-suited to fronting a Rolex Reach for the Crown campaign.
The actor and sustainability campaigner appeared overnight in prime position of a new Rolex Family portrait on its website.
Many of the same Rolex ambassadors appear in the Reach for the Crown promotion, which went live on the brand’s Youtube and Instagram feeds today.
Mr di Caprio features along with tennis ace Coco Gauff, former world leaders in golf and tennis, Tiger Woods and Roger Federer, moviemakers James Cameron and Martin Scorcese.
A montage of Rolex’s sporting partnerships, no longer featuring Formula 1, follows.
The video ends with a classic shot of Mr Di Caprio dressed for an awards ceremony.
Rolex says in a new ‘family’ section of its website dedicated to what were once called ‘tesimonees’ is:
“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.”
Rolex.com/rolex-family