10 December 2019 - News
Rolex Is Saving The World with Its Perpetual Planet Initiative
For nearly a century, Rolex has been an active supporter of pioneering explorers; individuals who have pushed back the boundaries of human endeavour by venturing to the most extreme places on Earth to shed light on the natural world.
For the founder of Rolex, Hans Wilsdorf, the world was like a living laboratory. He began to use it as a testing ground for his watches from the 1930s, sending them to the most extreme locations, supporting explorers who ventured into the unknown. But the world has changed. As the 21st century unfolds, exploration for pure discovery has given way to exploration as a means to preserve the natural world. Rolex continues the legacy of its founder, supporting the explorers of today on their new mission: to make the planet perpetual.
In 1954, the brand’s involvement in exploration led to a partnership with the National Geographic Society. With a shared spirit of discovery, both organisations have continued to work together over the years to support pioneers exploring new realms.
As the 21st century unfolds, the purpose of these expeditions and projects has transitioned from discovery to drawing attention to the planet’s fragility, as well as catalyse and design solutions to the Earth’s environmental challenges. As such, two years ago, the partnership was officially enhanced to promote exploration linked to preservation of the planet.
This year, under the name “Perpetual Planet Extreme Expeditions”, Rolex and National Geographic are planning a five-year exploration of the planet’s most extreme environments. The partnership will harness world-renowned scientific expertise and cutting-edge technology to reveal new insights about the impacts of climate change on the systems that are vital to life on Earth: mountains as the world’s water towers, rainforests as the planet’s lungs, and the ocean as its cooling system.
The first expedition supported by this partnership is to Mount Everest. Taking place between April and June 2019, the Everest expedition team – led by National Geographic and Tribhuvan University – aims to understand better the effects of climate change on the glaciers of the Hindu Kush-Himalaya that provide critical water resources to 1 billion people downstream. This information, coupled with additional data sets on water supply and demand in the region, will form the basis of a new index to track the health of the Himalayan water system and inform decisions to help protect it.
Of the venture, the President and the CEO of the National Geographic Society, Tracy R. Wolstencroft, said: “Together with our partners at Rolex, we will harness the power of science, exploration and storytelling to reveal critical insights about our changing world, advance understanding and scale up solutions toward achieving planet in balance.”
Arnaud Boetsch, Director of Communication and Image at Rolex, added: “This project goes to the heart of the commitment Rolex has made to a Perpetual Planet and to future generations, by supporting individuals and organisations in their efforts to preserve the natural world and the systems that sustain life. It is essential to base solutions on reliable data. The insights from these expeditions will be invaluable to informing decisions on how the world can best tackle the planet’s most pressing environmental challenges.”
This is just the beginning for Rolex and its commitment to preserving the natural world. In addition to its partnership with the National Geographic Society, the brand’s commitment will also focus on the Rolex Awards for Enterprise and its collaboration with Sylvia Earle’s Mission Blue initiative. For more information, visit: www.rolex.org/environment/perpetual-planet