The Swiss watchmaker just announced the global superstar as its latest ‘Testimonee’. We dive into what it means
Priyanka Chopra Jonas has been announced as the newest Rolex Testimonee, joining a rarefied group of artists, athletes and cultural movers & shakers associated with the Swiss watchmaker. While luxury brands appoint ambassadors all the time, Rolex has long preferred a different term — one that comes with nearly a century of history.
The concept of the ‘Rolex Testimonee’ dates back to 1927, when British swimmer Mercedes Gleitze crossed the English Channel wearing a Rolex Oyster. To prove the watch’s waterproof credentials, Rolex publicised the feat with a front-page advertisement in the Daily Mail. The moment became the foundation of what the brand now calls its Testimonee programme: individuals whose achievements reflect the values Rolex seeks to champion.
A Vision For the Future
Rolex calls its brand ambassadors “Testimonees” because they are meant to testify to Rolex’s values through their achievements and reputation.
The word comes from “testimony” / “to bear witness, Rolex uses Testimonee to suggest that these personalities; such as top athletes, explorers, artists, and performers are living examples of qualities Rolex wants associated with the brand. These qualities could range from excellence, endurance, achievement or long-term commitment.
Over the decades, the Rolex family has expanded to include everyone from tennis champions and golfers to musicians, filmmakers, explorers and scientists like Leonardo DiCaprio, Zendaya, Roger Federer, Carlos Alcaraz and Sylvia Earle — world citizens united in their commitment to the planet, and mission to overcome every challenge to achieve excellence.
Art of the Matter
Priyanka Chopra represents a new partnership for Rolex’s Perpetual Arts Initiative to ensure a rich legacy in the arts that can live on.
She has built a distinguished career spanning film, television and production. Bridging worlds, she has helped shape culture and extended her influence into meaningful advocacy.
She has created a substantial body of work, balancing commercial successes with critically acclaimed performances. She has established herself as a multihyphenate talent through roles that reflect both versatility and a deep commitment to her craft. Named one of the world’s most influential people by Time magazine for her cultural impact and global reach, she has worked with UNICEF for over 15 years, and her contributions have been recognized with the Padma Shri, one of India’s highest civilian honours.
In parallel with her work in entertainment, Priyanka has maintained a long-standing commitment to humanitarian efforts. From screen to culture and championing multiple causes, she is a global force.
The announcement also places her among a small but notable group of Indian and Indian-origin Rolex Testimonees. Sitar player Anoushka Shankar represents the brand in the arts, while golfers Jeev Milkha Singh and Anirban Lahiri along with tennis legend Vijay Amritraj, have long been part of Rolex’s sporting roster. Together, they reflect the strong values and sense of accomplishment that the brand seeks to associate itself with.
Legacies That Last
For Rolex, whose foundation is based on legacy, accomplishment and storytelling, the choice feels consistent. Priyanka is not being recognised for a single role, film or moment, but for a career that has increasingly come to represent global influence.
And that’s what separates a Rolex Testimonee from a conventional brand ambassador. The appointment isn’t about what someone is promoting today. It’s about what their body of work has come to signify over time.
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