The Swiss watchmaker has just made official the arrival of actress Zendaya in its family of ambassadors. A symbolic decision that reflects the evolution of Rolex's communication strategy in the era of pop culture.

Zendaya new member of the Rolex Family. Traditionally associated with elite athletes, explorers or classical artists, Rolex is expanding its field of influence into cinema and mainstream culture. The luxury watch brand announced on October 1 that it welcomes American actress Zendaya among its exclusive ambassadors.

At 29 years old, the multi-award-winning actress, known for her roles in Spider-Man, Dune and Euphoria, is a transgenerational personality, followed in fashion and film circles as well as on social networks where she has no less than 177 million followers. She is also a committed artist who uses her influence to defend the rights of African Americans and promote female empowerment.