(Credit: Rolex via Youtube)
Rolex introduced a new tagline in 2025, “Reach for the crown,” which is a new way for the brand to talk about achievement. It’s an interesting departure from its earlier slogans. For decades, from Mercedes Gleitze’s channel swim to “Men who guide the destinies of the world wear Rolex watches,” and more recently “A crown for every achievement,” Rolex underscored the success rather than the struggle that precedes it.
This year’s new slogan was first seen in a video announcing Leonardo DiCaprio’s arrival as a Rolex Testimonee. Despite being one of Hollywood’s most celebrated figures, DiCaprio famously spent years chasing an Oscar. The film ends with him finally holding the statuette, but only after viewers see failure, frustration and resilience: a skier crashes, a tennis player misses, a golfer collapses, a race car shatters and a sailboat nearly capsizes. Even Roger Federer is shown wiping away tears. This was unprecedented for a Rolex promotional video.
Rolex’s new YouTube series, “Rolex presents,” which spotlight its Testimonees, makes a deliberate point of showing the struggles they faced before achieving success. The brand’s new philosophy is that a trophy matters when it reflects the long road taken to reach it, including the effort and the setbacks along the way. It’s not just about holding the crown; it’s about reaching for it.