ROLEX: Sustainability

The modern-day consumer is the most environmentally aware to date. We as consumers demand higher levels of sustainability and care towards to planet and human well-being than ever before. Some companies have had to change their company structure to comply with these new demands. Others have been environmentally aware since their formulation. Rolex is one of those brands that regards sustainability as one of their core values.

For over a century Rolex has supported explorers on their quests to reach the four corners of the world in the most eco-friendly way possible. In 2019 this became official when The Perpetual Planet Initiative announced a campaign in which Rolex would offer long-term support to protect the environment. (Anon., 2022)This began with the Rolex Award for Enterprise which seeks to reward projects or individuals that make big efforts to support human rights and the environment. However, this is not the first example of such support displayed by the company. In 1976 the company supported over 150 projects that were making a difference around the world. Rolex offered resources to further the projects and increase the impacts that they had on both humanitarianism and the environment. (Kripalani, 2022)

Additionally, Rolex has long-standing partnerships with the National Geographic Society (NGS) and Sylvia Earle’s Mission Blue Initiative, where they can work near those who are tackling environmental issues at their core. Rolex is responsible for contributing to the preservation of over 21 ecosystems that needed aid. These ecosystems were deemed to be crucial to biodiversity and also the human population that occupied them. Rolex has been directly accredited with saving these areas and changing the course of climate change. For example, the first NGS expedition that was supported by Rolex was a climb of Mount Everest. This was with the mission of studying the glaciers to see what effects were being created by climate change. (Anon., 2022) Missions like these to improve our knowledge has proved massively influential in our ability to react and counter-act against climate change.

Sustainability does not only extend as far as partnerships for Rolex, they are also committed to ethically sourcing and producing their products. The company sources high-grade stainless steel and remodels it to form high-quality watches. The material is often used in aerospace chemical capacities due to its anti-corrosive properties. Rolex has committed to both good sourcing practices and transparency when it comes to the rest of their highly precious materials such as Gold, Rolesor, Cerachrom, Pearl, and Crystal. (Wiley, 2015)

As the watches continue to develop through innovation as well as style, new materials are used in order to stand out. Rolex’s cutting-edge nature doesn’t just happen, they must stay competitive. Sourcing the best materials possible will allow them to produce the best product possible both aesthetically and functionally. However, they are aware of the impacts malpractices can have on the environment and human well-being and have actively practised otherwise.