Rolex and the Asian Film Awards Academy bring you the Jia Zhangke Masterclass, where everyday life becomes blockbuster cinema.

Some collaborations are built to last, like a well-wound film reel bound for greatness. The Asian Film Awards Academy (AFAA) is proud to announce its partnership with Rolex as the Exclusive Timepiece of the 19th Asian Film Awards, uniting two powerhouses to celebrate the rich heritage and bold evolution of Asian cinema.

Last 15th March, the spotlight stage was focused on the Asian Film Awards – Jia Zhangke Masterclass, presented in partnership with Rolex through the Rolex Perpetual Arts Initiative. Think of it as a cinematic “director’s cut” of philosophy, craft, and the kind of storytelling that lingers long after the credits roll.

When Ordinary Becomes Iconic

Jia Zhangke doesn’t just make films; he makes meaning. Growing up in a small town, he developed an instinct for the way society shifts around real people, in real time. His stories are subtle, quietly emphatic, and devastatingly human.

In this masterclass, Jia shared the guiding principles behind his distinctive approach to filmmaking, exploring how cinema can:

• mirror reality with precision,
• and accumulate deeper meaning over time,
• turning local experiences into global resonance.

This is for aspiring filmmakers, cinema lovers, and anyone who’s ever wondered how an ordinary moment becomes a scene you can’t forget.

The Art of Passing the Torch

For more than half a century, Rolex has supported creative visionaries and partnered with cultural institutions to help artistic heritage travel from past to present to future. That commitment lives at the heart of the Perpetual Arts Initiative, a global framework celebrating arts across fields like architecture, cinema, dance, literature, music, theatre, and visual arts.

Similarly, AFAA is dedicated to nurturing rising talent, encouraging growth through patience, experience, and exchange. Together, Rolex and AFAA aren’t just celebrating filmmakers. They’re ensuring the craft keeps moving forward.

Built on Legacy and a Little Bit of Magic

Jia Zhangke’s career began in the 1990s, earning international recognition for his independent, realistic storytelling, offering audiences a window into the lives of ordinary citizens navigating a changing nation. He believes cinema is both art and technology, and that it must be passed on from generation to generation.

To that end, Jia has actively nurtured emerging filmmakers, including a two-year Rolex mentoring collaboration (2023–2024) with emerging Filipino filmmaker Rafael Manuel, and he officially became a Rolex Testimonee in 2024.

And if you’re thinking, “why does this matter?”—it’s because the future of Asian cinema doesn’t arrive by accident. It arrives through mentorship, dialogue, and a commitment to craft.

Rolex’s Director’s Notes Style

Rolex Greater China CEO Maxim Lamarre shared that Rolex is proud to partner with AFAA to present this significant Masterclass, highlighting Rolex’s dedication to excellence, the transmission of artistic heritage, and the future development of filmmaking in Asia.

AFAA Chairman Dr. Wilfred Wong added that the Asian Film Awards has become a key international platform connecting filmmakers and audiences across Asia, and that this collaboration marks the start of something meaningful.

And AFAA Executive Director Josie Lin said Jia represents the spirit of excellence and integrity that Rolex recognizes, with the Academy sharing the same commitment to discovering outstanding talent across Asia and expanding platforms for exchange.

Quick Facts You’ll Want to Keep Paused on Screen

• Rolex is the Exclusive Timepiece of the 19th Asian Film Awards.
• Rolex and AFAA present the Asian Film Awards – Jia Zhangke Masterclass on 15 March (in partnership through the Rolex Perpetual Arts Initiative)
• Rolex Perpetual Arts Initiative supports and celebrates artists and institutions that uphold cultural legacy and cultivate rising talent.

Because Cinema isn’t just watched, it’s passed on. So grab your metaphorical popcorn, cue the opening scene, and get ready for a masterclass that doesn’t merely teach filmmaking, it celebrates the heartbeat behind it.