Robert Redford. (Photo credit: Warner Bros.)
Until just last year, Rolex did not sign actors as ambassadors of the brand, even though they did much to shape its image. This month, the legacy of Robert Redford and Rolex will intersect more closely than ever, as Rolex is partnering for the first time with Sundance, the world-renowned film festival founded by the late actor and held each January in Utah.
The Sundance Institute plans to honor Redford’s vision and legacy throughout the festival, which begins Jan. 22. Redford, who passed away on Sept. 16, was known to wear his personal Rolex Single-Red Submariner, reference 1680, both on and off screen, including in films such as “All the President’s Men.” The watch has never, to Coronet’s knowledge, appeared at auction, suggesting it remains part of Redford’s estate.
This year, Rolex could encourage Redford’s family to place the watch on display alongside Paul Newman’s Daytona at the Academy Museum of Motion Pictures in Los Angeles, where the brand is a partner. If the family instead chooses to auction the Submariner, the sale would likely raise millions of dollars, potentially benefiting charitable causes, as Newman’s Daytona did.