For Perpetuity

Forever is a long time, but Rolex believes it is worth working for

- Jamie Tan 

THERE IS A CERTAIN JE NE SAIS QUOI about Rolex that permeates every aspect of the brand, from its timepieces to its partnerships and other activities. “Excellence” certainly captures one facet of this elusive quality, as any Rolex timepiece will demonstrate, but things extend far beyond standards, whether absolute or otherwise.

What also defines this attribute is the brand’s unique relationship with time itself. Rolex perceives it differently, with both the ability and willingness to take the long view of things. Ironically, without the pressure of time, the brand has been able to work on what’s truly timeless, nevermind that these projects sometimes require investments over great spans of time. With this approach, Rolex has also developed longstanding relationships with its partners. For but one example, just look at marine biologist Sylvia Earle, who has been a Rolex Testimonee since 1982.

An Overarching Philosophy

Rolex terms this approach “perpetual spirit”. According to the brand, it is a way of thinking about its place in the world, and the aspiration to contribute to it. Perpetual spirit is, in turn, driven by the beliefs in unlimited human potential, continuous improvement, and the merits of pushing the boundaries while thinking for the long term.