About Us

Behind the Rolex crown is our thinking about existence in the world and our ambition to contribute to the world. We call it Perpetual Spirit.

This spirit is based on the belief in the infinite potential of human beings, the continuous pursuit of progress and enduring excellence, and the belief in constantly breaking boundaries and looking forward. We are committed to creating timeless watches to contribute to future generations.
The Rolex “Protect the Planet, Keep Moving” program supports pioneers who use science to understand the world’s environmental challenges and find ways to restore the balance of ecosystems, especially the oceans, which are threatened by many parties.