Celebrating Cinematic Excellence: Asian Film Awards Academy and Rolex to Present JIA Zhangke Masterclass
The Asian Film Awards Academy (AFAA) is proud to announce a partnership with Rolex as the Exclusive Timepiece of the 19th Asian Film Awards. Together, Rolex and AFAA will present the Asian Film Awards – Jia Zhangke Masterclass, uniting their efforts to celebrate the rich heritage and dynamic evolution of Asian cinema.
The Asian Film Awards Academy (AFAA) is proud to announce a partnership with Rolex as the Exclusive Timepiece of the 19th Asian Film Awards. Together, Rolex and AFAA will present the Asian Film Awards – Jia Zhangke Masterclass, uniting their efforts to celebrate the rich heritage and dynamic evolution of Asian cinema. This collaboration through the Rolex Perpetual Arts Initiative underscores both organizations’ commitment to fostering artistic excellence and supporting the next generation of filmmakers.
For over half a century, Rolex has supported some of the world’s most talented artists and partnered with leading cultural institutions to promote excellence and the transmission of artistic heritage, forging a meaningful connection between the past, present and future. Similarly, the AFAA is devoted to nurturing rising filmmakers, encouraging growth through patience and experience. This partnership stands as a testament to Rolex’s unwavering commitment to advancing Asian cinematic artistry and cultivating exceptional film talent across the region.
ASIAN FILM AWARDS – JIA ZHANGKE MASTERCLASS
The upcoming masterclass will explore Jia Zhangke’s distinctive creative philosophy and approach to filmmaking. Having grown up in a small town, Jia developed a keen awareness of social transformation, forging his own path outside conventional frameworks. Through his subtle and deeply emphatic storytelling, he illuminates ordinary lives caught amid shifting eras, proving that local stories can achieve a powerful global resonance.
During this session, Jia will share the guiding principles behind his work and reflect on how cinema can both mirror reality and accumulate deeper meaning over time. He invites aspiring filmmakers and film enthusiasts alike to reconsider the nuanced relationship between film, society and the future of Asian cinema. The masterclass, in partnership with Rolex, through their Perpetual Arts Initiative, aims to ensure that Jia’s invaluable insights and professional expertise are continually passed on—fostering the preservation and evolution of Asian cinematic heritage.
JIA ZHANGKE, ROLEX AND THE ASIAN FILM AWARDS
Jia’s career began in the 1990s, where he gained international acclaim for his independent and realistic style, offering audiences a window into the lives of ordinary Chinese citizens navigating the complexities of a changing nation. Jia believes that cinema is a kind of art and technology, a pursuit that needs to be passed on from generation to generation. To this end, he actively nurtures new filmmakers. The director spent two years, from 2023 to 2024, collaborating with emerging Filipino filmmaker Rafael Manuel through the Rolex mentoring programme. He officially became a Rolex Testimonee in 2024.
At the inaugural Asian Film Awards in 2007, Jia Zhangke received the Best Director award for Still Life. He later served as Jury President and joined the Asian Film Roundtable, engaging with leading figures from Asia and Europe on the future of Asian cinema.
Over the years, AFAA has remained in close dialogue with Jia, regularly consulting him on programming and potential special award recipients — an exchange rooted in a shared commitment to cinema’s evolving landscape.
His forward-looking vision has resonated far beyond the region. By founding the Pingyao International Film Festival in his hometown of Shanxi, he transformed a quiet city into a vital platform for Asian cinema, nurturing new voices and elevating Asian film on the global stage.
Maxim Lamarre, Chief Executive Officer, Rolex Greater China stated, “Rolex is immensely proud to partner with the Asian Film Awards Academy to jointly present this significant Asian Film Awards – Jia Zhangke Masterclass. Rolex celebrates excellence and the transmission of artistic heritage. We place particular emphasis on nurturing Asian film talent and the future development of the art of filmmaking in Asia. This partnership is seamlessly aligned with Rolex’s Perpetual Arts Initiative, exemplifying the brand’s steadfast commitment to global arts and culture. We look forward to supporting the Asian Film Awards Academy to jointly inject new vitality into the Asian film industry, discover more promising emerging filmmakers, and secure a vibrant future for cinema.”
Dr. Wilfred Wong, GBM, GBS, JP, Chairman of the Asian Film Awards Academy, said: “The Asian Film Awards has become a major international platform connecting filmmakers and audiences across Asia. Rolex’s longstanding support for the arts resonates strongly with the spirit of cinema, and we believe this masterclass collaboration marks the start of a meaningful partnership.”
Josie Lin, Executive Director of the Asian Film Awards Academy, added: “Rolex recognizes artists who embody excellence and integrity, and Jia Zhangke represents that spirit. The Academy shares this commitment in discovering outstanding talent across Asia and expanding platforms for exchange, supporting the continued growth of Asian cinema.”
Looking ahead to 2026, the Academy will further broaden its regional and international reach. Beyond the annual ceremony, the Hong Kong Film Gala Presentation will travel to seven territories, while masterclasses, film roadshows and filmmaker dialogues will present outstanding works from across Asia to wider global audiences.
ROLEX AND THE ARTS
Rolex is committed to achievement in the arts, recognizing the crucial role they play in our world. With a dedication to craftsmanship and excellence, the brand upholds, cultivates and celebrates artists and institutions, connecting people around the world.
Over five decades, Rolex has formed deep partnerships with artistic visionaries, based on their commitment to the highest standards of creativity and performance. The first was renowned soprano Dame Kiri Te Kanawa in 1976. Since then, the company’s role has evolved to include many other Testimonees who are talented artists as well as relationships with institutions that foster outstanding artistic achievement.
Today, this ongoing endeavour has become known as the Perpetual Arts Initiative, a global framework encompassing architecture, cinema, dance, literature, music, theatre and visual arts. Through its expanding partnerships with talented artists and leading institutions, Rolex aims to celebrate and support those at the pinnacle of their disciplines, uphold cultural legacy and cultivate rising talents who will reach new heights in the future.
ROLEX AND CINEMA
The company has had close ties with the film industry for decades, its watches playing a role in numerous films, including Oscar®-winning masterpieces. Since 2017, Rolex has supported the Academy of Motion Picture Arts and Sciences, serving as Proud Sponsor of the Oscars®, hosting the event’s Greenroom, as well as supporting the Governors Awards, which recognize lifetime achievement and humanitarian efforts in the film industry. Rolex also sponsors Film at Lincoln Center as Official Partner and Exclusive Timepiece.
The company promotes achievement through Testimonees such as James Cameron, Leonardo DiCaprio, Martin Scorsese, Zendaya and Jia Zhangke. It also assists in the preservation of film history for future generations as a Founding Supporter of the Academy Museum of Motion Pictures, as a partner of The Film Foundation and through its support to the National Film and Television School in the UK.
ASIAN FILM AWARDS ACADEMY
The Asian Film Awards Academy is a non-profit organization founded by the Busan International Film Festival, the Hong Kong International Film Festival and the Tokyo International Film Festival. In addition to presenting the annual Asian Film Awards, the Academy organizes screenings, exchange programmes and professional development initiatives to promote Asian cinema and nurture industry talent.
Our year-round events and programmes are held with the objectives to promote Asian films to a wider audience, expand the film market within Asia, and build and sustain connections among Hong Kong and international film professionals. Masterclass Series – in conversation with filmmakers, Journey to the fest – Student Visit to International Film Festivals, Asian Cinerama – Film Roadshow, and Young Film Professionals Programme – overseas training and work-placement, are examples of our year-round programmes. These programmes couldn’t have been held successfully without the financial support of the Cultural and Creative Industries Development Agency and Film Development Fund of the HKSAR Government. AFAA has worked to promote, educate, inform and develop knowledge, skills and interest in Asian cinema among the industry, students and audiences in Asia and beyond with the support of film festivals and cultural organizations.
