...The New Face of Rolex...
Leonardo DiCaprio
Did you notice the subtle reference I made to “Sly and the Family Stone” in the subtitle of this story, when I used “Leo and the Family Rolex”? The title is a play on the band’s iconic songs, 'Everyday People', 'Family Affair', and 'I Want To Take You Higher', which celebrated the unity and diversity within their group. Despite coming from diverse backgrounds and having varying roles within the band, the members were all included and considered part of the same family! Same with Rolex...
Academy Award Winning Best Actor, Leonardo DiCaprio is now the face of Rolex, or in Rolex parlance, or nomenclature—a Rolex Testimonee. (Maybe Testimonee is French, or something!?!! :-) I'm 99%++ certain "Testimonee" is Rolex's way of saying "Ambassador", in the same way Rolex has long referred (since 1932) to two-tone yellow gold and steel watch models, (including platinum & stainless) models as "Rolesium". Rolex quietly added Leonardo DiCaprio to "The Rolex Family", today—without much fanfare.
Jake's Take
If you think about it, the metaphor, "The Rolex Family", is a brilliantly powerful metaphor on many levels!?!! The two things that stands out most about "The Rolex Family", are first and foremost, how inclusive it is; and secondly, it almost sounds like an invitation of sorts. You see, we, as human beings are very tribal creatures, that yearn to run with the most successful pack of our fellow humans. The slogan of "The Rolex Family" to my way of thinking reminds me of Frank Sinatra singing, "Come Fly With Me!"
So "The Rolex Family" is almost a call to action of sorts...In my option it sounds like, if you wear a Rolex, you are part of "The Rolex Family"—by default...
Over the decades, I've seen Rolex come up with some pretty brilliant marketing slogans and campaign, but I think "The Rolex Family" is probably the best one yet! Kudos to Rolex!!!! Speaking of which, this new Rolex "Reach for the Crown" video that just dropped is also totally next-level inspirational...
Of course, Leonardo has been wearing a Rolex Daytona for many years, as I first reported 15 years ago, back in 2010.
