Earth Angel

Rolex is changing our world for the better in ways you may not know

- Joshua Yap

In May 2019, a team of explorers scaled Mount Everest. But no, they were not part of a long line of moneyed adventure tourists one sees on the news waiting to score another #instamoment.

Rather, the team was made up of true-blue environmentalists who were there to install the world’s tallest weather station at 27,600ft above sea level, in order to collect previously unavailable data on the impacts of climate change. Funded by Rolex and led by the National Geographic Society and Tribhuvan University, this expedition may be regarded as the latest salvo of the watch company’s newly launched Perpetual Planet campaign.

Though better known for making some of the world’s most sought-after watches, Rolex has also been digging deep to establish itself as a staunch purveyor of environmental causes. As the name suggests, Rolex’s Perpetual Planet campaign has the admirable aim of making our planet, well, perpetual.

Consolidating Rolex’s efforts in supporting research on environmental issues, it is currently bolstered by three pillars: the brand’s longstanding partnership with the National Geographic Society; its support of marine biologist Sylvia Earle’s ‘Mission Blue’ initiative; and the Rolex Awards for Enterprise, which recognize men and women at the forefront of advancing knowledge to address the challenges facing humanity.

Mountain High