(Photo credit: Netflix)
Netflix’s “Beverly Hills Cop: Axel F,” the fourth installment in the iconic 1980s action-comedy franchise, was released Wednesday, and a shiny Rolex Daytona makes a cameo.
Being an old-school cop from Detroit, Axel Foley played by Eddie Murphy wears a Shinola, a brand from Foley's hometown. But Beverly Hills police Captain Cade Grant, played by Kevin Bacon, sports a gold Daytona.
Is the captain’s choice of wristwatch enough to suspect corruption? Foley wonders.
A Rolex watch used in a movie plot to underscore potential corruption is the latest sign that Rolex’s branding of success is also shorthand for something more negative in the public’s minds, an association Rolex deplores.
Earlier this year, the President of Peru was embroiled in a scandal called “Rolexgate” by the media after she was spotted wearing luxury watches at public events. The nickname stuck though most of the watches in her collection were not… Rolex.