Think of Rolex sponsorship and the chances are your mind will go to sport.
Whether it’s Wimbledon’s storied walls, the Formula 1 finish line, or tee-off at the Open, the Swiss brand keeps its watchful eye over proceedings. And no doubt half the athletes will be wearing its watches, too.
But Rolex doesn’t restrict its sponsorship to sporting prowess. Indeed, it's just as proactive in the arts and culture.
In one of the toughest years for luxury retail, it's all too easy for companies to duck their heads under the metaphorical parapet and hunker down. But that’s not Rolex’s style.
Instead, the brand has come up with a new innovative initiative to support musicians and singers during this critical period of Covid-19.
Rolex has come up with a new innovative initiative to support musicians and singers during this critical period of Covid-19
Starting on 21 August 2020 and continuing through to early September, three Rolex “Perpetual Music” concerts will take place in Italy, Germany and France.
These concerts involve approximately 100 artists whose work and lives have been adversely affected by the pandemic.
The aim of the project is to give artists who have suffered both the loss of audience and income the best possible conditions of performing with renowned artists at prestigious venues.
The concerts will take place in Pesaro, Italy (21 August); Berlin, Germany (1 September) and Paris, France (3 September).
In each of the concerts, a Rolex Testimonee will introduce the evening and present the artists and a mutually agreed repertoire − Juan Diego Flórez in Pesaro, Sonya Yoncheva in Berlin, Rolando Villazón and associated artist Renaud Capuçon in Paris.
Each artist will have been personally selected by one of the Testimonees or Renaud Capucon and, in further support, each will be remunerated for the performance.
The initiative will reach hundreds of thousands of people in more than 180 countries through the free streaming service available on the medici.tv platform until the end of October.