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He's successful, loves status symbols, and has no idea what he's actually wearing on his wrist: the cliché Rolex owner. But take a closer look at the world of wearer types, and you'll find a remarkable variety, from passionate watch lovers to Hollywood superstars, major politicians, and world-class athletes. We take aim at the audiences of the most famous Swiss watch brand and answer the crucial question: "Who wears Rolex?"
Status Isn't Everything: The Different Types of Wearers
No one can deny it: thanks to its big name and enormous recognition, a higher percentage of Rolex watches are bought for prestige than is the case with other watch brands. If you want to express your financial success and your drive toward bigger goals, you could hardly choose a more powerful symbol than the five-pointed crown on your wrist. Another, equally sizable share of fans is made up of enthusiasts who are fascinated by the technical milestones, cultural influence, and timeless designs of the top Geneva brand. At the extreme end, we're dealing with outright nerds who know every single reference in the history of the manufacturer, founded in 1905. Faced with these two archetypes of the Rolex owner, people often forget that it's above all the choice of model that says something about the type of wearer.
Which Watch Appeals to Which Wearer?
We all know that in 99 percent of cases, a Submariner isn't worn by divers, an Explorer isn't worn by mountaineers, and a Cosmograph Daytona isn't worn by race car drivers. But even the "real" types of wearers – from bankers to scientists – vary widely depending on the type of watch. The Submariner, for example, is increasingly worn by people who have always dreamed of the quintessential Rolex on their own wrist and who appreciate ruggedness.
The same goes for proud Oyster Perpetual or Datejust watches and their owners, who, unlike the diver's watch buyer, prefer a particularly classic, elegant look and are often looking for a relatively affordable entry into the world of Rolex. The Air-King also offers any wearer that kind of entry, but it sets itself apart from the bestsellers mentioned above with its exotic appeal and aviation history. As with the Milgauss, many Air-King buyers are tech enthusiasts. The same applies to the Explorer, which attracts enthusiasts with a passion for the outdoors and a love of nature. The Cosmograph Daytona is a different story: its racing history makes the chronograph the darling of every man with gasoline in his veins, yet it also serves superbly as a representative piece with real prestige.
Great Figures of History: Rolex Wearers in Politics
Speaking of representative: a look back at the 20th century reveals how widespread the crowned watches were in the highest political circles. Not only Che Guevara and Fidel Castro, who turned a blind socialist eye when acquiring their GMT-Master and other models, but also French presidents Chirac and Sarkozy favored the top Geneva brand. And who wears Rolex in German politics? Names like Konrad Adenauer, Ludwig Erhard, Joschka Fischer, and Christian Lindner point to a popularity that cuts across party lines. John F. Kennedy became especially famous as a Rolex wearer; his Day-Date was a gift from Marilyn Monroe, complete with a personal engraving. With that, the Day-Date achieved the status of a "President" before it officially received this nickname thanks to its popularity among US presidents. After all, not only Kennedy's predecessor Eisenhower and his successor Johnson, but also Ronald Reagan, Barack Obama, Donald Trump, and Joe Biden were frequently photographed with the five-pointed crown on their wrist and were dedicated wearers.
Hollywood's Top Tier?
The world of film and music celebrities is packed with dedicated Rolex wearers. Alongside Bond actor Daniel Craig (Bond currently wears Omega watches), who owns several models from the luxury manufacturer, from the Datejust to the Cosmograph Daytona, action star Jason Statham also relies on the ruggedness of the Geneva timepieces and has a particular fascination with vintage models.
Robert Downey Jr. has a different kind of fondness for Rolex; among other pieces, he owns a green Submariner "Hulk." And who wears Rolex among the very highest earners in the film industry? Not only Will Smith, whose wide-ranging collection spans everything from a "modest" stainless steel Submariner to an opulent Sky-Dweller in Everose gold, but also Mark Wahlberg, who appreciates all of the watchmaker's metals. He's often spotted with stainless steel versions of the Daytona, but when the occasion calls for it, he's happy to pull the chronograph's more precious metal versions out of his collection – from the platinum reference 116576TBR to the white gold version 116509, the former singer's collection is impressively well stocked. Dwayne "The Rock" Johnson, the highest-paid actor of 2020 with €87.5 million, is also a wearer and fulfilled a childhood dream with his first Swiss watch.
Athletic Wearers from Pelé to Tiger Woods
In the world of sports, tennis players and golfers in particular are closely tied to the Rolex brand. First and foremost Roger Federer, who, as the Swiss luxury manufacturer's iconic brand ambassador, wears everything from the simple Oyster Perpetual to the Daytona – but Ana Ivanovic and Maria Sharapova also love the crown on the dial. The same goes for golf legends Tiger Woods, Bernhard Langer, and Martin Kaymer. Arguably the greatest basketball player of all time, Michael Jordan, maintained a lifelong relationship with the brand, as did soccer's brightest star, Pelé. David Beckham, Karl-Heinz Rummenigge, and Oliver Kahn have likewise come out as dedicated wearers of the famous Swiss watch brand. We find it impressive how many sports have some of their greatest legends relying on Rolex, and we could go on with the list forever – from former Formula 1 driver Mark Webber to ski racing legend Lindsey Vonn, the sheer number of prominent brand devotees is breathtaking.
Rihanna, Miley Cyrus, Ellen DeGeneres: Famous Female Wearers
If we turn our attention to women, there's no sign whatsoever of reduced popularity for the company founded by Hans Wilsdorf. While Rihanna recently showed off on Instagram the exotic Rolex King Midas, designed in the 1960s by watch design icon Gerald Genta, Miley Cyrus is fascinated by bright colors and wears a gold Cosmograph Daytona set with rainbow-colored gemstones. The ultimate queen, however, is Ellen DeGeneres: the famous American TV host loves the Daytona above all else, but also likes to reach for vintage rarities in the six-figure price range.
The brand is just as coveted among female Hollywood stars: alongside Reese Witherspoon and Jennifer Aniston, who each own yellow gold Day-Date models, Sofía Vergara – who, like Ellen DeGeneres, is a Daytona fan – is among the most prominent female Rolex wearers in the international film world.
