Why is a storied watch brand like Rolex so interested in environmental conservation and sustainability? While such efforts are commendable and worthy of respect, the truth is, it will not benefit the company financially in terms of profit margins or the increment of sales figures. So instead of spending on, say movement development, why is the watchmaker investing so much time, effort and resources into the Rolex Perpetual Planet initiative? To that end, we received some insight at the Rolex Awards for Enterprise ceremony held this June in Washington. Here are three reasons why the brand is so invested in making a difference and saving our fragile planet.  

"Perpetual" is a word that is important to Rolex because of the company's history. Not only is it inscribed on the Oyster watches, because it never needs winding but it goes to the heart of a philosophy that has driven the company since it was launched more than a century ago by a remarkable man called Hans Wilsdorf. His vision and values continue to shape the company today. Particularly, his insistence on always taking the long-term view. In the 1930s, Hans wanted to test his watches in real conditions and started to supply them to explorers. This involvement led to a fascination and commitment to exploration that has never faltered. It was also the origin of our relationship with National Geographic, that can be traced back to the first ascent of Mount Everest. The two organisations are now collaborating on a series of new expedition to track climate change in extreme places. This partnership with National Geographic is part of the Perpetual Planet initiative, in which Rolex is supporting individuals and organisations trying to find solutions to the problems the world is facing.

The Rolex Awards was set up in 1976 because the company wanted to find a way to commemorate the 50th anniversary of the Rolex Oyster timepiece. The Rolex Awards are the conviction that the company had the responsibility to take an active interest in improving life on the planet. Now 43 years later, the achievements of this program are here to see: an estimated five million people have benefited from the work of the Rolex laureates. Hundreds of places have been discovered, dozens of ecosystem protected; laureates have unearthed historical sites, preserved vanishing cultures, and planted 18 million trees.

It is evident that sustainable development forms an integral part of the brand's activities. This engagement extends well beyond its watches which are built to last and transcends all aspects of the company. From the traceability of raw materials to the environmental impact, Rolex ensures the wise and responsible management of its buildings, its industrial equipment and the energy it uses. The new 2019 laureates set a fine example to demonstrate how innovative thinking mixed with enterprise can create stunning solutions. They are people from all over the world who get up in the morning with a dream and make it happen. They are people who provide inspiration and are representative of hope for the future."