Rolex owns over 30% of the Swiss watch market share by revenue, according to Morgan Stanley, which recently published its annual report (based on estimated sales the prior year), including the Morgan Stanley’s Top 20 Swiss Watch Company ranking for 2025.

By any measure, Rolex sales are spectacular. They don’t need another new ambassador just like they don’t need a new sports sponsorship. We even opined Rolex dodged a bullet by not outbidding TAG Heuer/LVMH to keep the Formula 1 sponsorship.

Nevertheless, according to Coronet (which is rumored to be affiliated with Rolex), it seems imminent that tomorrow the crown will announce “Leonardo DiCaprio Is the New Face of Rolex,” and that’s bolstered by Instagram ads that Rolex has been running in the US stating there will be an announcement on February 25, 2025.

With a history of making sports stars like Tiger Woods, Phil Mickelson, and Roger Federer the brand’s leading paid ambassadors, DiCaprio is not who we’d expect to become the so-called “face of Rolex.” However, considering Rolex sponsors the Oscars — which takes place this coming Sunday, March 2, 2025 — the announcement timing is precisely right.

 

Update: Leonardo DiCaprio is Rolex’s new official “Testimonee” (brand ambassador), and here’s his official page on Rolex.

 

Photo by Paul Drinkwater, Associated Press.