A second bad rebrand for Royal Opera House

A second bad rebrand for Royal Opera House

Last month Covent Garden changed its brand to Royal Ballet and Opera.

Today it announced Rolex as ‘principal partner’, whatever that might mean.

Rolex makes watches exclusively for the super-rich.

If that’s the image Covent Garden is projecting, it seriously weakens its claim to public subsidy.

Here’s the information-free official blurb:

Tuesday 11 June 2024

Rolex becomes first ever Principal Partner of The Royal Opera

Today, The Royal Opera announces a historic new partnership with Rolex, as the prestigious watchmaker becomes its first ever Principal Partner.

Building on an existing 18-year partnership as the Official Timepiece of the Royal Opera House, this latest collaboration marks a new era that will see Rolex become the headline partner of The Royal Opera from the 2024/25 Season – the very first brand to take on this pivotal new role.

Director of The Royal Opera, Oliver Mears, said:

“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. 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.”

A champion of the arts, the support of Rolex enables the Royal Opera House to deliver world-class productions to new and existing audiences around the globe. Already an integral partner of the organisation, Rolex has been working hand in hand with the Royal Opera House to inspire its audiences with its behind-the-scenes “Insights” series for almost a decade. Looking ahead to this new partnership with The Royal Opera, this relationship will continue to grow, reaching new audiences through storytelling and content activations.

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