On May 18, Rolex congratulated Chinese director Jia Zhangke on the global premiere of his new film Caught by the Tides at the Cannes Film Festival and announced him as a brand ambassador. Previously, Jia collaborated with Rolex as a film mentor in the 2023-2024 Rolex Mentor and Protégé Arts Initiative. Rolex highlighted his mentorship of young Filipino filmmaker Rafael Manuel in their official tweet. Rolex’s support for filmmaking is part of its global Rolex Perpetual Arts Initiative, which includes past collaborations with directors James Cameron and Martin Scorsese.