The most popular Swiss watchmaking brand, Rolex, continued its role as an underwriter at the Alzheimer's Association Rita Hayworth Gala, which takes place each year. This particular event was held last month to commemorate the screen legend Rita Hayworth, who was affected by the disease when she was in her 40s.

The event that took place in New York at the Waldorf Astoria Hotel on October 10 has risen above $2 million, destined for the Alzheimer's Association.

Among the people who attended the event there were several New York socialites, actors and personalities from the media, including Muffy Potter Aston, Donna Dixon Aykroyd and Dan Aykroyd, Bryant and Hillary Gumbel, Anne Hearst, John McEnroe, Ron Perelman, Regis Philbin and Ivana Trump.