Beyond Timekeeping

Sustainability has been a part of Rolex's constitution well before the term became fashionable, but now the Swiss watchmaker is taking more proactive steps towards sustainable development

- Aaron De Silva

By all counts, Rolex is a behemoth. Long-term vision is at the heart of the Rolex philosophy and the company's various activities. Its core values a passion for quality, a taste for innovation, and a quest for excellence - are based upon concepts of longevity that define its mission across all its activities.

It has always been the company's mission to manufacture watches that support human achievement. These achievements now incorporate sustainable development to meet the needs of the present without compromising the ability of future generations to meet theirs. Every day, Rolex takes action to contribute to this crucial collective effort.

Long before sustainability entered the public consciousness, or became a buzzword, creating durable products was already part of the Rolex playbook. Its watches, as we know, are built to last, and with proper care and maintenance, can be passed down the generations to live several lives.

On the secondary market, Rolex watches are still as sought after. Recognising this, the brand launched its Rolex Certified PreOwned programme in 2022, giving customers the chance to pick up second-hand models from an official retailer, with the assurance that the pieces are legitimate. These watches benefit from all the quality criteria and standards that characterise Rolex products and come with an international two-year warranty when they are resold within the official distribution network.

But sustainability has facets beyond longevity or circularity. To that end, the Swiss manufacture drew up a laundry list of areas that needed improvement on the sustainability front, covering both internal and external aspects of the business.