Does Rolex ever pay for product placement in movies?

[AK797]

Originally Posted by Pete26

Sorry man I was thinking of my future retirement village

and much nicer than Pinewood I'm sure!

[eightbore]

Originally Posted by brettpaul

If Rolex did pay Bond would still be wearing Sub!

This is my point. Rolex may give away free product here and there to A-list celebs for a film (or hoping it appears in a film) but I can't imagine there being a higher "cinema related" marketing priority for Rolex than the Bond franchise. Given that, if they aren't paying for their product to appear on Bond's wrist, I doubt they are paying people like Cage to have the product appear in National Treasure or other such films. Do they maybe hook people like Cage up with sweetheart deals? Sure...but as for paying big bucks to studios or stars, I seriously doubt it. The exception to this would be more formal and overt arrangements such as the one characterized by Tiger/Tudor.