Marlon Brando, Harrison Ford, Paul Newman, Gabriel Byrne – these are just a few of the faces seen in a 60-second advertisement run within the first hour of the 2017 Academy Awards. What's more, each one of these iconic actors in this montage of memorable scenes is wearing a Rolex. And what's even more, the vast majority of these actors have / had zero commercial relationship with Rolex – it's just what they chose to wore during the filming of these movies. This clip, which you can see above, entitled "Celebrating Cinema," is a dramatic reminder just why Rolex is in the position they're in today – the watchmaker somehow sits witness to so much of our collective popular culture and arts in a way that certainly no other watch brand does, and frankly few makers of any other consumer products do – maybe Mercedes-Benz? Coca-Cola?