The love story of Rolex and planet Earth is one for the ages. The brand’s passion for watchmaking, adventure and the planet has birthed the world’s greatest explorers and most loyal defenders.
Synonymous with Rolex is their Perpetual Planet initiative, launched in 2019 with the mission of supporting explorers of today on their commitment to safeguard and preserve our planet. While the urgency of preserving our oceans may be lost to some, Rolex takes the lead in pioneering projects for marine conservation.
As climate change continues to damage the planet, threats against the ocean multiply at a blinding rate. In the words of America’s National Oceanic and Atmospheric Administration (NOAA), one of the most urgent crises is the steadily rising temperatures of the ocean surface, which have increased throughout the 20th century and show no sign of stopping.
In the face of looming calamity, Rolex inspires hope. It is true that Rolex stands for luxury and nobility, but one will do well to remember the brand’s equally down-to-earth persona. As such, 2021 brings forth advancement on the Perpetual Planet initiative—in June, Rolex released a breathtaking nature documentary titled Perpetual Planet: Heroes of the Ocean.
A portal into the world’s majestic and often forgotten azure depths, this film narrates the emotional undertaking of caring for the ocean’s ecosystems. From technology research to species protection, the audience is given a raw glimpse into Sylvia Earle and seven different marine scientists who make up the ocean’s first line of defence.
See also: Rolex Braves New Frontiers