(Image credit: Rolex)
Rolex released its new movie-themed ad during the Oscars on Sunday, a one-minute montage of actors wearing Rolex watches. At the end of the clip, a Day-Date 40 in Everose gold with a slate ombré dial comes into view, a configuration not currently in the catalog. The new Day-Date was also on display in the Rolex Greenroom, where nominees and presenters gather before and after stepping onto the stage.
Rolex “soft-releasing” exclusive watches to celebrate partnerships is a new trend for the brand, I wrote in January. Rolex had unveiled then an exclusive Day-Date with a violin dial celebrating its partnership with the Vienna Philharmonic. This had come just months after the release of a Daytona celebrating 100 years of Le Mans, a special Daytona equipped with an exclusive 24-hour chronograph movement, a nod to the race.