At the Opéra Garnier, Rolex Played a New Movement in Its Concept of Excellence

Can artistic talents, united on stage for an exceptional evening dedicated to music, form something greater than the individual art each embodies? The answer is yes. That’s precisely what the new concept Reach for the Crown represents. The greatest musical talents were in the spotlight on Sunday, May 11, for a unique concert under the auspices of Rolex, the Paris National Opera, the Vienna Philharmonic, and with the patronage of the Elysée Palace. The goal was not only to bring together classical music stars, but to forge a historic moment.

The Opéra Garnier in Paris—a landmark venue of the capital celebrating its 150th anniversary this year—hosted an unprecedented event. Tenors Juan Diego Flórez, Sir Bryn Terfel, Rolando Villazón, pianist Yuja Wang, and soprano Sonya Yoncheva joined the musicians of the Vienna Philharmonic on stage to bring to life a grand concert conducted by Yannick Nézet-Séguin, music director of the Metropolitan Opera since 2018 and a Rolex Testimonee since 2024.

This event not only captivated music lovers but also demonstrated the power of patronage in the world of art and luxury.

This philosophy is part of a broader vision of social responsibility that views excellence as a goal to be achieved across all domains. Rolex’s support spans a multitude of disciplines, enabling the creation of cross-disciplinary projects that unite various artistic and intellectual realms.

For this event, part of Rolex’s Perpetual Arts Initiative, the Vienna Philharmonic brought its expertise to the table. Together, they crafted a thoughtfully curated musical program that combined classical masterpieces with modern works.

This collaboration reflects a sponsorship strategy that goes far beyond simple financial support. It involves a true desire to create synergy among artists and to encourage the emergence of innovative projects.

Cette collaboration témoigne d’'une stratégie de soutien qui va bien au-delà du simple financement. Elle implique une réelle volonté de créer des synergies entre les artistes, favorisant l’'émergence de projets novateurs.

Alexander Neef, director of the Paris National Opera since 2020 (reappointed in 2024 through to 2032), said at the event: “Sharing the same values, Rolex’s sponsorship is not a transactional relationship. The objective is to develop projects together. We’re a government institution—one of the most important cultural entities in France—with a €250 million budget, part of which comes from public subsidies. Sixty percent of our revenue must come from other sources, mainly ticket sales, but also fundraising and strategic partnerships like this one.”

But above all, in the arts of excellence, time is regarded as the ultimate luxury. Neef added:

“A prestigious partnership allows us to highlight the value of time. For instance, the Opéra Garnier has supported the ADO project for two years—our first youth lyric orchestra, focused on developing new talent. We noticed that most of the participants were children of musicians. Generally, most children who start playing an instrument give it up at some point because they don’t see a clear path toward becoming professional musicians. Our goal is to open music up to more children. Partnerships like this allow us to pass down knowledge to future generations.

It takes time to help an artist grow. When you guide a child learning to sing, for example, you have to protect their voice and respect their maturation process—it cannot be rushed. That’s a long-term process, and it requires resources.”

Knowledge transmission is central to the mission of the Opera—and its partners, like Rolex. The Swiss watchmaker supports the ADO project and also sponsors Sinfonía por el Perú, launched in 2000 by Peruvian tenor Juan Diego Flórez, one of the remarkable talents in the Ambassadors’ concert. In fact, 7,000 children from all regions of the South American country, especially from remote and disadvantaged areas, have benefited from the program. Studies on its impact show that introducing children to music reduced child labor, as well as early marriage and teenage pregnancy rates.

If transmission is one of the pillars of prestigious sponsorship, the other is the promotion of excellence. But what does this value really mean, and why do only a select few artists in the world of opera or classical music reach the status of international stars? For tenor Juan Diego Flórez, it's about always aiming higher: “I’m very self-critical—I often record myself and usually don’t like what I hear, but that’s how you grow and improve. You become a better version of yourself.”

Conductor Yannick Nézet-Séguin agrees: “I’ve reached great milestones, sure, but I still feel like I’m just beginning my career,” he says, adding that music is an exceptional form of communication. “Two thousand people can be sitting in a concert hall—if you asked each one how they felt, you’d get two thousand different answers from the same piece of music. Recognizing individual perceptions is essential. It’s at the heart of the relationship between a conductor and musicians. Many business leaders are curious to know how we manage to be listened to and followed by seasoned musicians, each with their own vision of music. This ability to listen to individuality is central.”

According to Nézet-Séguin, knowing how to create harmony, synergy, and lead while considering each personality is key to reaching excellence. But it can also emerge from rich interactions. Juan Diego Flórez was delighted to meet Roger Federer at the concert. “Rolex has managed to bring together a family of great talents—in sports, music, and beyond. This kind of interaction is a constant source of inspiration.” Soprano Sonya Yoncheva shares this view: “Cross-disciplinary exchanges can spark original, never-before-seen projects.”

Also present during the artist meetings organized by Rolex, tenor Rolando Villazón added a nuance: “First, one must master the art form and reach technical perfection. Then comes interpretation—the ability to create something new—so that the audience understands you’re offering them something unique.”

Discipline, listening, synergies: has the recipe for reaching artistic heights remained unchanged for centuries? Yet social media is now part of the picture and can disrupt the traditional paths to fame. Pianist Yuja Wang and Juan Diego Flórez have mixed feelings on this: “I’m not very interested in social media,” said Flórez, “because for a musician, live performance is essential. A conductor won’t choose you just because you have millions of followers. Musicians still have to audition. So success still depends on discipline and rigorous training.”

However, new technologies can also offer powerful tools to amplify the success of already-recognized talents: “An interactive hologram of me was created for an exhibition—I performed without being there physically. There's also this visual collaboration with David Hockney, Playing with Fire, which will premiere on November 14 at the Philharmonie de Paris and will feature a virtual concert. I support these kinds of immersive experiences,” said Yuja Wang, emphasizing the growing importance of these new forms of art that help elevate classical music.

Through its many initiatives, Rolex demonstrates a deep understanding of today’s cultural and social challenges. By supporting artists, athletes, and researchers, the brand contributes to an ecosystem where excellence and creativity can flourish. This not only helps promote culture but also stimulates innovation and supports future generations.