Sunday, April 25, 2021

The 93rd Academy Awards Rolex Greenroom




When Marlon Brando played his legendary role as Colonel Kurtz in Apocalypse Now he was wearing a Rolex watch. In The Color of Money, Paul Newman sported one as he manipulated a pool cue as Fast Eddie Felson. And in Titanic, Bill Paxton, as treasure hunter Brock Lovett, was wearing one as he descended to the infamous wreck in a submersible. 

The appearance of these watches was not the result of product placement, as Rolex has never involved itself in this kind of marketing. Instead, the watches were the personal choice of directors using the brand to subtly portray fortitude in their characters whether it's toughness or control, or just a sense of style.

In 2017, Rolex entered a formal partnership with the Academy of Motion Picture Arts and Sciences and also became a sponsor of the Oscars. Union Station, a historic landmark and one of the last great train stations in the U.S., is also the venue for the 93rd Oscars Greenroom.

Rolex, which has hosted the Greenroom since 2016, has created a setting under the vaulted ceiling of one of the station’s wings. Rolex says it's a place where guests can relax while respecting social distancing. Walls are adorned with fabric replicating the motif of Union Station, with a "green wall," made entirely out of foliage, bringing a touch of nature to the interior. A selection of photos pays tribute to the creation of masterpieces, displaying emblematic Rolex watches and the making of unforgettable movies.