Few figures in Hollywood command the level of global recognition that Leonardo DiCaprio does, making him the most prominent actor to represent Rolex since Paul Newman. DiCaprio presents a rare opportunity to fill a long-vacant role in the Rolex pantheon: the modern successor to Newman.
Newman’s association with Rolex was organic, shaped not by a contract but by his own affinity for the Daytona, which became an extension of his persona. That consistency transformed it into an icon, ultimately leading to the model’s record-breaking status at auction.
For a new generation of collectors, however, Newman is more familiar as the voice of Doc Hudson in Cars (2006) than as a Hollywood legend. Like Björn Borg or Sir Jackie Stewart, Newman’s allure may fade with time, yet no clear successor has emerged.
Unlike many Testimonees who rotate through multiple models, Rolex would be wise to resist treating DiCaprio as just another brand ambassador. Instead, Rolex should mirror the Newman playbook, associating him with a single timepiece — one he wears consistently on red carpets, at environmental summits and on film sets.
In the long term, this could elevate a watch’s status allowing it to develop a distinct identity — much like the “Paul Newman Daytona.”
DiCaprio presents a rare opportunity to recreate that magic. The key isn’t giving the actor a collection of watches; it’s having him wear one that defines him.