Rolex’s Strategic Move in New York’s Arts Scene

If we were to compare New York philanthropy to a game of Monopoly, Rolex would undoubtedly have its pieces strategically positioned around the Lincoln Center for the Performing Arts.

Longstanding Partnership with The Metropolitan Opera

Since 2011, the prestigious timepiece brand has been a partner of The Metropolitan Opera, which showcases its productions in the renowned Lincoln Center Theater on New York’s Upper West Side. Additionally, one of Rolex’s latest “Testimonees”—the term they use for brand ambassadors—is Yannick Nézet-Séguin, who has been the music director of The Metropolitan Opera since 2018.

Expanding Influence with Film at Lincoln Center

Rolex is now broadening its influence within the performing arts community by signing a three-year partnership with Film at Lincoln Center as of late January. This collaboration emphasizes the celebration of cinema and the nurturing of emerging film artists, aligning perfectly with Rolex’s ongoing “Rolex and Cinema” initiatives.

Commitment to Cinema

“Rolex is genuinely committed to the art and craft of great cinema, and we’re honored to be chosen for this partnership,” shares Elizabeth Gardner, vice president of partnerships and advertising for Film at Lincoln Center, with The Hollywood Reporter. “As they sought to extend their support for filmmakers and cinema, Film at Lincoln Center aligned seamlessly with their objectives. Both brands are dedicated to championing global filmmakers.”

Kickoff Event at the New York Film Festival

The partnership informally commenced when Rolex sponsored an event at the 2024 New York Film Festival, which included a private dinner followed by a screening at Lincoln Center’s Alice Tully Hall of Caught by the Tides, concluding with a Q&A featuring acclaimed director Jia Zhang-Ke. Looking ahead, Rolex will sponsor the April 28 Chaplin Award Gala in 2025, a significant annual fundraiser for Film at Lincoln Center, honoring director Pedro Almodóvar this year. “It’s our 50th anniversary of the gala, making it a particularly special occasion to have [Rolex] involved,” Gardner notes. “Pedro is a longtime friend of the organization; we’ve showcased many of his films over the years, including The Room Next Door in 2024. The Chaplin Award is a fitting tribute to one of the world’s great filmmakers, and fortunately, our schedules aligned.”

Rolex’s Role in the New York Film Festival

As the 63rd New York Film Festival kicks off on September 26, Rolex will also present the opening-night film. “We are proud to partner with Rolex, not only for their prestigious reputation but also for their extensive global reach,” Gardner emphasizes. “While we may explore additional collaborations throughout the year, our primary focus is on these two major events.” The New York Film Festival will run until October 12.

A Promising Future Together

Ultimately, Gardner believes that Film at Lincoln Center has found an ideal partner for its key initiatives. “Rolex is deeply committed to their partnerships,” she states. “I am confident that together, we have a long-term vision for what this collaboration can achieve.”

Persons

Yannick Nézet-Séguin, Elizabeth Gardner, Jia Zhang-Ke, Pedro Almodóvar

Company Names

Rolex, The Metropolitan Opera, Film at Lincoln Center

Titles

Caught by the Tides, The Room Next Door

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