New Rolex Short Film Highlights The Worldwide Impact Of The Perpetual Planet Initiative
Earlier this morning, Rolex dropped a new short film on the brand’s YouTube channel, and it’s a nearly 12-minute highlight reel of the continued work being done by Rolex and the brand’s partners via the Perpetual Planet Initiative. Back in 2020, I wrote a story for Hodinkee Magazine covering the Rolex Awards For Enterprise and some of the work being done by the remarkable award winners–who are known as Laureates–in a variety of fields, including environmental conservation, ocean protection, remote healthcare, and so much more. In this new film, Rolex presents a collection of vignettes covering the scope of work that Rolex is helping to support all over the world.
The Rolex Awards For Enterprise, which is now a part of the Perpetual Planet Initiative, joins Rolex’s ongoing partnership with well-known outlets like National Geographic, The Explorer’s Club, and Mission Blue. It all comes together to form a wide-ranging philanthropic endeavor that spans from California (experimental plastics processing) to Chad (natural resource mapping), the Great Barrier Reef (growing coral), Senegal (protecting nearly extinct sea turtles), French Polynesia (reef restoration), the Trans-Himalayas (specialized water management and sequestration), and the bottom of the ocean (James Cameron and Deepsea Challenger) – to name only a few of the projects highlighted in the film.
Sure, it’s essentially an ad for Rolex at large, but the presentation is not at all watch-focused, and I don’t think it’s a stretch to say that Rolex is a deeply fascinating brand that is active in a level of philanthropy that is not at all common in the world of watches (and that this initiative is specifically compelling, regardless of the source). Also, while Rolex has a fairly active YouTube channel, most of the brand’s content is short-form (only a couple minutes at most), so I appreciate the longer run-time, especially when highlighting the interesting work of the Laureates, Testimonees, and partners that come together to form the program.
It’s worth a watch and if you want to dig deeper, you can visit the other side of Rolex at Rolex.org.
Hodinkee
