Lights, Crown, Action. (Photo credit: Rolex)
For decades, Rolex relied on print campaigns that famously presented its watches as the choice of leaders and explorers, pilots and athletes. With social media becoming central to how brands communicate, Rolex has officially entered a new era with the creation of its own film production company.
Making videos is not new for Rolex, but building a dedicated production arm is. The move is rare in the Swiss watch industry and shows the brand’s unique financial position to invest in its image through a dedicated film unit.
As Coronet first reported in August, Rolex had filed a trademark for what is now becoming its first in-house film company. That plan is now official. The Rolex Film Company SA has been created at the brand’s Geneva headquarters, a sign of how central video storytelling has become in the watch industry. It will be led by Rolex’s communication team, with Arnaud Boetsch, the global director of communication and image, serving as president. Virginie de Meuron, head of public relations, and Jann Thürler, head of advertising and content, will also join the executive team. The new company is designed to support not only the creation of films but also their production, distribution and promotion, giving Rolex greater control over how its stories are told.
Last year, the brand helped produce Federer: Twelve Final Days for Amazon Prime Video, a documentary chronicling the final chapter of Roger Federer’s career. More recently, Rolex has been promoting its new “Rolex presents” series on the Rolex Family, profiling individuals associated with the brand through videos on YouTube.