Dubai and the UAE are recognised around the world as a hub of style, incredible wealth, and unrivalled experiences. It’s somewhere that is frequented by the rich and famous, and has become a style-centric hotspot, a place where many of the top and most iconic luxury brands and fashion houses want to be seen, recognised, and valued.
So, what do Paul Newman, Rihanna, and Roger Federer have in common? Aside from being ridiculously cool, of course. They're all part of the exclusive Rolex club. Rolex has been a watch of choice for the rich, famous, and fabulous for decades. Whether it's flashing at an award show or catching the spotlight outside a courtside at Wimbledon, Rolex manages to steal the scene. Every single time!
How does this brand manage to attract the A-listers though? Well, you’ll have to wait and find out!
Here are some of the biggest names around the globe who've rocked their Rolex!
How Rolex Has Become a Brand for the Rich and Famous
Have you ever wondered why every time you see a celebrity flashing their wrist at you, there’s as good of a chance it being a Rolex as the sky is blue? Well, we hate to break it to you, but it’s not mere chance.
We welcome smart marketing!
Rolex has definitely played the long game, and it’s paid off in spades. What’s their secret, you ask? Sponsorships. Loads of them. Sponsorships that marry the brand's identity to history, adventure, and success.
For over a century, Rolex has done more than just sponsor events. It has interwoven itself into the moments, making its watches symbols of success. It all began in 1927 when Mercedes Gleitze swam the English Channel wearing a Rolex Oyster around her neck. This wasn’t just a huge moment for her but for Rolex, too. It was the defining moment when the revolutionary water resistance of the Oyster case was made famous. And the image stuck; that was where the tone was set for Rolex's strategy.
From there on, the brand continued to identify itself with moments of history being made: Sir Malcolm Campbell with a Rolex Oyster when breaking the world speed record in Daytona and Chuck Yeager when breaking the sound barrier in 1947.
The other area Rolex perfected was formal event sponsorship. From Wimbledon to Daytona International Speedway or the US Open, Rolex always seemed to be there, quietly endorsing these legendary events. Add motorsports, sailing, golf, and even equestrianism to the mix, and it's clear that for Rolex, sponsorships in sports are played.
As is the case across most luxury brands, there are a number of factors contributing to the success of Rolex. In order to become the most well-known and highly regarded luxury watch brand in the world, Rolex has consistently delivered unrivalled quality across its collections and individual models and has striven to create innovative models that constantly surpass expectations.
A great example of this can be seen across the professional collection, which contains models including the Submariner, Daytona, and Sea-Dweller. The design and manufacturing behind these professional models link them directly back to the sports for which they were created – facilitating practical use alongside timeless and effortless style.
But it’s not all working quality and innovation that pushes Rolex to the forefront of the market. As has become the norm across many top luxury brands, Rolex feeds its status by releasing watches in exceptionally limited numbers – ensuring that the high demand is never quite met by supply. This ensures that every watch that is resold and then relisted on the second-hand market remains highly sought after – pushing the prices high.
By associating itself with historic events and legendary athletes, Rolex has evolved into more than a simple watchmaker. Perhaps that's why owning the Rolex feels like owning a piece of history. Does Rolex allow you to believe you're capable of achieving the impossible? Absolutely.
All of this culminates in Rolex being recognised as a brand that is high quality, highly coveted, and difficult to get hold of. Here are some of the celebrity fans who have been seen wearing or collecting Rolex watches and who contribute towards the exceptionally high demand and status of the brand and its timepieces.
Celebrities Who Can’t Seem to Get Enough of Rolex
Celebrity fandom has become a core part of the Rolex brand marketing strategy, and is one of the reasons why Rolex watches are directly connected with some of the leading characters in movies and A-listers on the red carpet.
You only have to look at the professional collection to see how famous names and faces have always been used as part of the Rolex brand story – with the creator always making sure that Rolex watches were being worn by the most daring and the most impressive individuals in their craft. Wilsdorf, the man behind Rolex, knew that people who broke records would be front-page news – and that if they were wearing (and by extension helping to sell a Rolex), that was good publicity for the brand.
So, the celebrity connection with Rolex grew – with the following names all known to endorse the brand as official and unofficial ambassadors.
1. Leonardo DiCaprio
Leonardo DiCaprio and Rolex both need no introduction. The best thing is DiCaprio is now the official ambassador of Rolex. The company made the news public through its website by introducing the superstar as “Testimonee,” a name given to most Rolex ambassadors.
The company, in a statement, said,
“Whether on screen or behind the scenes, DiCaprio’s efforts are guided by his desire to inspire and bring about meaningful change”
Leonardo DiCaprio has always been a huge fan of Rolex. He was recently spotted wearing a Cosmograph Daytona ref. 116509 at the Los Angeles Lakers match against the Detroit Pistons.
2. Jackie Stewart
As a brand that has been around since 1905, Rolex certainly recognises the value of vintage as well as modern design concepts – with the same ideology stretching into their celebrity ambassador connections.
Jackie Stewart, once a British Formula One race car driver, has been working with and showcasing the Rolex brand for almost 54 years and is an excellent asset on the world stage for Rolex.
Motor racing is big business in Dubai and the UAE, with Stewart’s name recognised across the globe for both his sporting prowess and other work.
3. The Beckham Family
The powerhouse couple spans both the worlds of professional sport and fashion, making them the ideal fit for a stage in Dubai, as well as other countries and destinations around the world. Their combined love of the Rolex brand has long been invaluable for the brand, with sponsorship working alongside a genuine appreciation for and love of the watches that Rolex produces.
For the Beckhams, wristwatches appear to be quite a family affair! David, Victoria, and all their sons, Brooklyn, Romeo, and Cruz, are fond of vintage-style timepieces. They do have an eye for some great stunners!
This watch lover doesn't shy away from boasting a high-end timepiece or two: David's been spotted rocking the sought-after two-tone GMT-Master Root Beer as well as multiple Submariners in steel and gold. Not to forget: an all-gold Datejust 36!
And what does Victoria fancy? An elegant 18k yellow gold President here, a dreamy 1970s Day-Date there, and sporting a very rare turquoise Stella dial.
Brooklyn has definitely inherited the family watch obsession, often seen rocking a vintage no-date Submariner on a leather 'bund' strap. Whether it's his own piece or one borrowed from Dad when your parents have a collection like theirs, who can blame him for borrowing a watch every now and then?
4. Tiger Woods
Another globally recognised sports star and athlete who, despite some controversial news, remains part of the Rolex brand in terms of his ambassador status and support. This partnership is evidence of Rolex’s desire to support and work with those at the top of their game, both when playing the sport and off the course or field – demonstrating Rolex’s prowess as a lifestyle watch and one that can be worn on duty and off duty.
Tiger Woods is known not only for his legendary golf skills but also for his impressive collection of watches! From early sponsorship with the Swiss watch maestro Tag Heuer to a long-standing relationship with the all-time master Rolex, his wrist has been adorned by some serious timepieces.
You will find him sporting the Rolex Datejust II on the stunning blue sunburst dial, which was his first piece with the brand, and that is still a classic. The Submariner Date has been Tiger's go-to because of its ruggedness – perfect for the golfer who is always on the move.
If you want to talk about real elegance, then Tiger's Rolex Day-Date 40 in white gold and Everose gold are absolute showstoppers. Both pieces feature stunning dials — one in a crisp white and the other in a green sunburst, perfectly complemented by their precious metal cases.
5. Roger Federer
Sports stars are among some of the biggest names on the global stage, and so Rolex’s partnership with Roger Federer epitomises everything that gives the brand its coveted, high-end status. Combining impeccable style with durability, excellence, and a refined level of craftsmanship, Federer is an excellent choice for the brand and epitomises its high quality and value.
Roger Federer's love for Rolex is as legendary as his tennis career. Since becoming a brand ambassador in 2001, Federer has been a fixture of Rolex's sophisticated world, favouring classic pieces like the GMT-Master II Batman and the stunning Platinum Daytona. But every now and then, Federer surprises us with bolder choices, like the rare Daytona Orange — a striking $325K timepiece! Whether understated or daring, his collection is equally as winning as his game.
6. John Mayer
Something you probably don't know is that, besides singing New Light, John Mayer is totally obsessed with vintage Rolex watches!
He has a jaw-dropping collection that includes the rare 5517 Military Submariner and several Daytona Paul Newmans. John isn't a casual collector, though. He's the go-to guy for Rolex enthusiasts! If you ever find yourself on the hunt for the coolest vintage Rolex, you might want to ask Mayer for a few tips!
7. Gordon Ramsay
While Gordon Ramsay is infamous for his fiery skills in the kitchen, he still has a wee soft spot for fine watches — specifically vintage Rolexes. Of course, as with any burgeoning television star at the time, he used to sport a serious yellow-dialed Breitling; he's mixed that up of late with some quite highly sought Rolex pieces.
A standout is his stainless steel Submariner 1680, but he also wears a yellow gold Submariner 1680/8 with a Nipple dial and a gorgeous Explorer II with a dial that's beautifully aged into a creamy perfection. What's even cooler? His Submariner 5513 may actually be a birthyear piece!
8. Adam Levine
When he's not belting out tunes with Maroon 5, Adam Levine is showing off his vintage Rolex collection. He's got some serious pieces, including a Paul Newman Daytona and a Submariner 6538 Big Crown. He's also into Explorer II models (the Steve McQueen one is a standout) and has a couple of Rolex Presidents with funky Stella dials, like a pink and a turquoise one. We love a mix of style, class, and a bit of rockstar flair!
9. Ryan Gosling
And, of course, Ryan Gosling, the minimalist that he is, packs a pretty understated punch with his vintage Rolex Air-King ref. 5500. Boasting a modest 34mm case and clean off-white dial, it's probably the most unassuming vintage Rolex to be had — and fits perfectly with his easygoing dressing sense. Whether he's making the rounds on the red carpet in tuxedo style or breaking out jeans and a tee, this classic watch always hits the right note!
The Oscars and Movie Partnerships
Early celebrity ambassadors and brand connections tended to revolve around the sports world, as it was this market that Rolex sought to influence with the professional range. However, the timeless style of each and every Rolex – professional or not – makes the brand a much more versatile option for celebrities, with the brand expanding its ambassador support into other industries.
The movie industry and Rolex’s sponsorship of The Oscars has created a whole new market in Dubai and around the world, giving the brand a place in the spotlight on the big and small screen.
Partnerships with Martin Scorsese and James Cameron, with the James Bond movies, and with other artistic ventures constantly draw attention to the timeless design and style of a Rolex watch – driving demand across a whole new audience who aren’t into sports but are drawn to fashion and style.
Investing in Your Own Rolex Timepiece
If, like the aforementioned celebrities, you are keen to invest in a Rolex and become a part of the brand’s exciting history, you can invest in your own timepiece via a reputable second-hand seller. A good seller will offer advice, as well as the proper authentication certificates and detailed information about your purchase, ensuring that your investment is sound and secure.
Head on over to our collection of pre-loved, gently used luxury Rolex watches at Love Luxury and see for yourself!
