Rolex launched the “Perpetual Planet” initiative in 2019, which integrates the brand with various organizations such as the Royal Geographical Society and environmental conservationists like Sylvia Earle. In fact, as early as the 1930s, the brand provided equipment for the Royal Geographical Society’s Mount Everest expedition and became an official sponsor in 2002. Over the years, Rolex has supported numerous historic exploration activities.
To document and protect the source rivers of the Zambezi River, the brand supports the “Great African Rift” series of explorations led by explorer Steve Boyes, tracking and documenting this previously unrecorded river that spans thousands of kilometers.
Steve Boyes and his team have been planning a journey of over 40,000 kilometers, equivalent to circling the Earth, for the past few years. The results of the expedition will provide important information to help protect the people and wildlife that depend on African rivers for their livelihoods.
