Dawa Yangzum Sherpa (left) leads her
group of young women towards the top
of a ridge, with the white peaks offering
an inspiring backdrop for these aspiring
mountaineers. Photograph ©Rolex/Franck Gazzola. Craftsmanship and materiality aside, a watch does more than carry the time on one’s wrist. It serves as a signpost for one’s values; an investment – conscious or otherwise – in the maker’s history and legacy.
Rolex – a brand long associated with exploration and human endurance – has given its devotees more reasons to cherish its timepieces, beyond simply the aesthetic, with its Perpetual Planet Initiative. Launched by Rolex in 2019, the Perpetual Planet Initiative’s “Poles, Mountains, and Forests Moment” celebrates conservation projects that focus on protecting vulnerable regions across the globe, from the ice fields of the Arctic to the Amazon rainforest.
Among its notable efforts is the Mamirauá Sustainable Development Reserve in the Brazilian Amazon, a project combining science, technology, and conservation. Established in 1996 by pioneering conservationist José Márcio Ayres, the Mamirauá Reserve revolutionised the model of involving local communities in sustainable development. This innovative approach, replicated globally, has thrived despite Ayres’ passing in 2003, thanks to his dedicated team.
In 2016, Rolex Laureate Michel André, a bioacoustics scientist, joined forces with Mamirauá to launch Project Providence, installing 22 acoustic sensors across the reserve to monitor the rainforest’s rich biodiversity. The project has since generated one of the world’s largest bioacoustics databases, offering critical insights into the health of this ecosystem and paving the way for expanded monitoring across the entire Amazon basin.
Rolex has joined forces with organisations like National Geographic to drive these conservation efforts forward. One of its key collaborations, the Perpetual Planet Everest Expedition, saw climate experts Baker Perry and Tom Matthews lead a team in constructing an automated weather station on Mount Everest- one of the highest ever installed- to track environmental changes in real time. In another project, marine ecologist Angelo Bernardino works in the Amazon’s mangrove forests, studying how indigenous communities rely on and protect these essential ecosystems.
In the Arctic, an all-woman team, part of the BIG (Before It’s Gone) Expedition, collected vital data on shrinking sea ice, providing valuable insight into the region’s changing climate.
Whether at high altitudes or deep in rainforests, these Rolex-supported ventures illustrate the pressing need for urgent climate action. Rolex’s commitment, demonstrated through these ongoing expeditions, highlights their dedication to securing a sustainable future for the planet’s most delicate landscapes.
