The Royal Opera Announces Historic New Partnership with Rolex

London's Royal Opera House has now named Rolex as a Principal Partner

Building on a long-standing "Official Timekeeper" deal that has been in place for the past 18 years between the two organizations, The Royal Opera has now signed its first Principal Partner agreement with Rolex, a Swiss luxury watch brand.

This collaboration will see Rolex become the opera company’s headline partner for the 2024/25 season — the very first brand to take on the role. 

Rolex has also provided funding for The Royal Opera’s behind-the-scenes Insights series for almost 10 years — the brand’s ongoing support will see the opera company continue to deliver top-tier productions to new and existing audiences worldwide. 

Additionally, The Royal Opera House recently rebranded to become the Royal Ballet and Opera, which will help to reinforce the connection between Rolex and the performance arts, writes WatchPro.

Rolex has long supported the arts and music through its patronage of select artists and activities, the brand writes on its website. This commitment dates back to the 1970s when New Zealand soprano Dame Kiri Te Kanawa became the first Rolex Testimonee in music. 

Since then, Rolex has embraced partnerships with many leading musicians, festivals, concerts, and orchestras. The brand’s other partner institutions include Milan’s Teatro alla Scala, New York’s Metropolitan Opera, and the Opéra national de Paris.

“We’re looking ahead to a thrilling Season at The Royal Opera and are delighted to be welcoming Rolex as our first ever Principal Partner,” said The Royal Opera’s director Oliver Mears in WatchPro. “Our common values of partnering with the world’s most talented artists, celebrating excellence and artistic creativity will help us to develop the next generation of world class musical talent.”

“The relationship between Rolex and the Royal Ballet and Opera has just become stronger,” added Rolex’s Director of Communication & Image, Arnaud Boestch. “Our brand’s history of supporting the world’s leading cultural institutions is long and we proudly participate in fostering the most important cultural traditions existing today. As Principal Partner of The Royal Opera, we are looking forward to our continuing partnership.”