SJX Watches
The Academy Museum of Motion Pictures Opens in L.A.
Rolex watches have long been prominent in cinema, particularly of the American variety, never as a result of a product placements but instead a choice of the performer or director. Neither has the watchmaker recruited actors or actresses as ambassadors – it largely concentrates on sportspeople, musicians, environmentalist, and directors like James Cameron and Martin Scorsese – though it is the official sponsor of the Oscars. But now the watchmaker’s support of the film industry takes tangible form with the newly-opened Academy Museum of Motion Pictures in Los Angeles, which was constructed by the same organisation that’s responsible for the Oscars. Rolex is a “Founding Supporter” of the museum, resulting in the Rolex Gallery on the building’s third level. According to Rolex, the space is dedicated to the “many aspects of moviemaking – technology, artists, history and social impact” and includes the “Paul Newman Paul Newman”, the Rolex Daytona ref. 6239 owned by the late American actor that sold for a record US$17.52 million in 2017. But in typical Rolex fashion – which means discretion to the point of secrecy – the watchmaker is nowhere to be found on the list of “Founding Supporters” of the museum. But there is a single “Anonymous” donor in the category of US$10-20 million donations, alongside Dalian Wanda Group, Steven Spielberg, and The Walt Disney Company. The art of cinema Located in Los Angeles, the Academy Museum is the first o...
