Extreme Measures

Rolex’s Perpetual Planet Campaign dives deeper into developing more solutions to save planet earth

- Jerrica Leong

For Hans Wilsdorf, the founder of Rolex, the world was like a living laboratory. He began using it as a testing ground for his watches as early as the 1930s by sending the watches to the most extreme locations and supporting explorers who dared venture into the unknown. As the 21st century unfolds bringing along many changes to the world, exploration for pure discovery has given way to exploration as a means to preserve the natural world. Rolex continues the legacy of its founder by supporting the explorers of today on their new mission: to make the planet perpetual. With this aim in mind, Rolex established Perpetual Planet campaign in 2019. For now, the campaign embraces an enhanced partnership with the National Geographic Society, as well as Dr Sylvia Earle’s Mission Blue initiative to safeguard the oceans. It also encompasses the Rolex Awards for Enterprise.

Dr Sylvia Earle’s Mission Blue Initiative