Caught in Rolex’s web. (From daya.by.zendaya19 via Instagram)
Despite Europe’s punishing temperatures this week, Rolex is enjoying its moment in the sun, perhaps even more than it did at Roland-Garros, where nearly all of its tennis favorites were eliminated early. Marvel has spent the week promoting Spider-Man: Brand New Day across Europe with appearances by Zendaya, who plays Peter Parker's love interest, MJ.
At each stop, Zendaya was photographed wearing a different Rolex, including a discontinued stainless-steel Daytona, a Perpetual 1908 fitted with the new Settimo bracelet and a Lady-Datejust. Pics from the tour have obvs spread across Instagram, well beyond the watch media. The exposure across the fashion and entertainment media may have given Rolex more visibility than a trophy ceremony at a Grand Slam final. Watch writer Nick Gould first reported on Zendaya's wristwear.
Zendaya's appointment is still relatively new. She joined the Rolex family as the brand's first actress Testimonee last year. The move followed the appointment of Leonardo DiCaprio just seven months earlier, the brand's only actor until she was signed. It marked a departure for a company that had historically aligned itself with athletes, musicians, explorers and even directors, but not actors. Earlier this month, Rolex disclosed the appointment of a third actor to its roster, Priyanka Chopra Jonas.