For Rolex, the word "perpetual" carries various meanings. Technically, with regards to the Rolex watch itself, "perpetual" refers to the perpetual self-winding movement that makes the watch tick, a mechanism first invented in 1931.
Symbolically, "perpetual" refers to the Swiss watchmaker's contiuous pursuit of excellence in every aspect of its various endeavours. One of those endeavours is the Rolex Mentor and Protégé Arts Initiative, part of Rolex's wide-ranging support for talented artists and leading cultural institutions. First established in 2002, the initiative aims to aid in the sharing of artistic knowledge and craft passed down from one generation to the next-a perpetual exchange of knowledge for the enrichment of the arts.
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