Is Green the New Blue? Rolex’s Perpetual Planet Initiative
Being a part of some of humanity’s greatest adventures has inspired Rolex’s commitment to exploration and explorers, as well as something beyond discovery: a sense that we, as humans, must collaborate to take better care of the planet.
For the founder of Rolex, Hans Wilsdorf, the world was like a living laboratory. He began to use it as a testing ground for his watches from the 1930s, sending them to the most extreme locations, supporting explorers who ventured into the unknown. In 1954, Rolex formed one of the brand’s most enduring partnerships − an alliance with the National Geographic Society, which would take on historic implications over the years. This shared spirit of discovery drew Rolex and National Geographic together over the years as they continued to support pioneers exploring new realms. Today, the world has changed. As the 21st century unfolds, exploration for pure discovery has given way to exploration as a means to preserve the natural world. Rolex continues the legacy of its founder, supporting the explorers of today on their new mission: to make the planet perpetual.
To this aim, in 2019, Rolex launched an initiative titled “Perpetual Planet”. It embraces an enhanced partnership with the National Geographic Society to study the impacts of climate change, as well as
Sylvia Earle’s Mission Blue initiative to safeguard the oceans through a network of marine protected “Hope Spots”. It also encompasses the Rolex Awards for Enterprise that recognises individuals with projects that advance knowledge, and protect human well-being and the environment.
From the early 1980s through to the early years of the new millennium, many explorers, including mountaineers, divers and scientists, became associated with Rolex or became brand Testimonees, breaking records and testing their endurance while equipped with Rolex watches that have been constant companions and key tools in their work.
Rolex Testimonees Sylvia Earle and David Doubilet share more about how humanity and conservation go hand in hand.
For nearly a century, Rolex has supported pioneering explorers, pushing back the boundaries of human endeavor by venturing to the most extreme places on Earth to shed light on the natural world. With the Perpetual Planet initiative, Rolex is committed for the long term to support the explorers in their quest to protect the environment.