In the universe of Rolex, the word “perpetual” is more than just a word on a dial. It was first used to describe Rolex’s patented self-winding movement, introduced by the brand in 1931 and patented, the Perpetual rotor consists of a half-moon-shaped oscillating weight that rotates, driven by the Earth’s gravity, whenever the wearer moves their wrist.
For Rolex, the word “perpetual” has become a part of the brand’s philosophy in its unceasing quest for excellence, to explore and to share human knowledge for a better world. In living up to the legacy of its founder Hans Wildorf, whose enduring philanthropy goes beyond watchmaking, the brand today is built upon a fundamental belief in unlimited human potential, in continuous improvement, in always pushing the boundaries and in taking the long-term view. And just like how Rolex’s watches are built to last, so too is the company’s commitment to the future seen — in its contributions to the generations now and to the generations to come.
These contributions come in many forms. While the company has long supported efforts to protect the environment, this engagement was given a huge boost when the Perpetual Planet Initiative was launched in 2019. Numerous partnerships have since been established, such as with Cristina Mittermeier and Paul Nicklen who do powerful work as conservation photographers, as well as with Coral Gardeners, a group who are painstakingly restoring coral reefs through coral nurseries and the process of transplanting. And the latest collaboration is with Rolex Testimonee Dawa Yangzum Sherpa, a 32-year-old Nepali mountaineer teaching women to climb.
This story is from the September 2023 edition of ELLE Singapore.
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This story is from the September 2023 edition of ELLE Singapore.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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