(Image credit: Rolex)
The Rolex Film Company is one step closer to launch after revealing its official logo. The new film production arm is the latest sign of Rolex’s growing commitment to storytelling through video, a new chapter for a brand famous for its iconic print advertising. Rolex has recently been promoting its new “Rolex presents” series on the Rolex Family, profiling individuals associated with the brand through videos on YouTube.
It’s not unusual for a luxury watch brand to commission short films, but it is far less common to build an entire film production company, a sign of how seriously Rolex safeguards its image.
In the new logo, the familiar Rolex coronet is placed inside a bold black rectangle that looks like a movie screen. The text does not use Rolex’s typical classic serif font. Instead, it uses a clean, modern sans-serif font, which feels more contemporary to the digital and video era.
The Rolex Film Company has been established at the brand’s Geneva headquarters, as first reported by Coronet. It will be overseen by Rolex’s communications division, with Arnaud Boetsch, global director of communication and image, serving as president. He will be joined by Virginie de Meuron, head of public relations, and Jann Thürler, head of advertising and content, on the executive team.