Rolex Seeks To Explore, Conquer And Preserve Our Planet

Rolex seeks to explore and preserve our planet in an environmental campaign titled Perpetual Planet.

- Katherine Arteche

What does it mean to save the world? For some, it is to take a defensive stance and seek to protect, while for others it is to salvage what was lost. For the founder of Rolex, Hans Wilsdorf, it was about supporting explorers who ventured into the unknown. But as the 21st century unfolds, exploration for pure discovery lends new meaning to preserve the natural world. The idea of a perpetual world is to preserve it in its most coveted state, where mother nature invokes both fear and awe in the name of art and science.