Rolex Wants to Help Save the Planet
Many great human endeavours that Rolex has been part of have a distinctly earthly ring to them. From Edmund Hillary and Tenzing Norgay summiting the world’s tallest mountain to Jacques Piccard reaching the deepest point in the oceans, or even Fidel Castro journeying through Cuba’s rainforests, a great deal of the planet has been covered with a Rolex keeping time. While Geneva watchmaking giant has sponsored various explorers over the decades, its focus has now shifted subtly, but substantially. Rolex will support ecologically minded explorers of the natural world, specifically to help them learn how to preserve it. Named Perpetual Planet, this doubtlessly well funded initiative consolidates three of the company’s key partnerships – the Rolex Awards for Enterprise, its longterm association with the National Geographic Society, and Mission Blue, led by American oceanographer Sylvia Earle. The Wilsdorf legacy While it is easy to be cynical about a maker of luxury watches claiming to do good, charity is not merely a box to be ticked at Rolex. The founder of Rolex, Hans Wilsdorf, had no children and upon his death in 1960, gifted his ownership of the watch brand to an eponymous foundation that’s one of the largest charitable foundations in Europe. Though it operates discreetly, the foundation does so on an immense scale, especially in relation to its home country, which is wealthy but small. From saving the Geneva’s football club to bankrolling the...
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