Leonardo DiCaprio has become the new ambassador for Rolex.

The famed actor, philanthropist and activist is the latest “Testimonee” for the iconic watch brand.If a watch could symbolize rising to the occasion, Rolex would undoubtedly hold a place of honor among Swiss watchmakers. The same could be said for Leonardo DiCaprio—an influential actor, dedicated environmental activist, and now, the latest ambassador for the renowned horology brand.

Earlier this week, Rolex quietly welcomed the “Hollywood icon and climate champion” into its prestigious family. This collaboration seems fitting, given Leonardo DiCaprio’s long-standing admiration for the Rolex Daytona, among other luxury timepieces. However, as GQ points out, Rolex partnerships often extend beyond merely showcasing their latest watches on celebrities. The publication also highlights DiCaprio’s nonprofit, founded in 1998, and notes that the actor was seen wearing a “Zenith” Daytona as early as the 1990s.

Rolex praised DiCaprio for his transformative performances and steadfast dedication to environmental advocacy, emphasizing his passion for inspiring meaningful change. The actor himself has been seen wearing the Rolex Daytona “Racing” Reference 116509, which can fetch over $35,000 on the secondary market. According to Paul Altieri, CEO of luxury watch resale site Bob’s Watches, this partnership is a fitting match for both the legendary watchmaker and the award-winning actor. “Rolex doesn’t follow trends; it sets them,” he told Maxim. “And Leonardo DiCaprio? He’s been doing the same for decades—on screen, on red carpets, and now, on his wrist. Throughout his career, he has pursued excellence, not fleeting popularity.”

Altieri emphasized that DiCaprio’s role as a Rolex Testimonee extends well beyond the realm of luxury watches. “A Rolex on his wrist isn’t just about status—it’s about legacy,” he remarked, highlighting that “whether on Wall Street, in Hollywood, or advocating for the planet, DiCaprio embodies the same uncompromising excellence that Rolex stands for.” This collaboration is a natural fit between a distinguished watchmaker and a celebr