As the world moves with rapid changes to the environment, the work of explorers and researchers reveals the deep, often unseen connections that bind the Earth’s most diverse and fragile landscapes. Thanks to the Rolex Perpetual Planet Initiative, their expeditions take them to the furthest reaches of the planet, from the Arctic’s icy frontiers to the Amazon’s vast rainforests filled with life yet to be discovered.
Stretching across continents, these landscapes, as striking as they are vulnerable, rely on the efforts of those dedicated to their preservation—not only for the benefit of the environment but for the future of humanity itself. The “Poles, Mountains, and Forests Moment” is a testament to the brand’s long-standing commitment to conservation. This initiative highlights the work of Rolex’s partners, Testimonees, and Rolex Awards Laureates—individuals leading the charge in preserving some of the Earth’s most irreplaceable natural wonders.
On the Arctic’s glacial wilderness, one example is the all-female Before it’s Gone (BIG) Expedition. They are a group of women braving the Arctic’s harshest conditions to gather essential sea ice data. With sledges and scientific tools that cut through the cold, these explorers are forging critical research pathways that will contribute to our understanding of climate and environmental change in the Arctic. Besides that, a Rolex partnership wouldn’t be complete without a touch of groundbreaking science. In 2022, the Perpetual Planet Everest Expedition, alongside National Geographic, brought scientists Baker Perry and Tom Matthews to climb nearly 8,000 metres on the South Col Mount Everest—all to install an automated weather station. The data they’re gathering will provide invaluable insights by tracking environmental changes in real-time. It looks into how climate change impacts the world’s highest peak—and, by extension, global weather systems.
Down below, in the heart of the Brazilian Amazon, the Mamirauá Sustainable Development Reserve is a pioneering project that seamlessly blends science, technology, and conservation. Founded in 1996 by the visionary José Márcio Ayres, the reserve transformed the way local communities are involved in sustainable development, creating a model that has since been adopted worldwide. Despite Ayres’ passing in 2003, his legacy endures thanks to the unwavering dedication of his team. Today, the reserve is home to one of the world’s most extensive bioacoustics databases, providing vital insights into the health of the ecosystem and setting the stage for broader monitoring across the entire Amazon basin.
In 2016, Rolex Laureate Michel André, a pioneering bioacoustics scientist, teamed up with Mamirauá to launch Project Providence. This ambitious endeavour saw 22 acoustic sensors installed throughout the reserve to monitor the Amazon’s extraordinary biodiversity, generating one of the largest bioacoustic databases in the world. These crucial insights into the health of the vital ecosystem are helping to lay the groundwork for expanded conservation efforts across the entire Amazon basin. Meanwhile, Marine Ecologist and National Geographic Explorer Angelo Bernardino is turning his focus to the Amazon’s mangrove forests, working closely with indigenous communities to understand how they protect and rely on these vital ecosystems.
While working in the mangrove forest in Curuça, at the mouth of the Amazon River, he was amazed to find that the ocean and forest were deeply connected. By understanding how mangroves can help climate change, the team could better advocate for their protection. One groundbreaking discovery was learning that mangrove forests can grow entirely in fresh water, with its trees intertwining with species in the far upstream of the rainforest. This finding was never before documented by science, as mangroves were long believed to thrive solely in salt water. This discovery has expanded our understanding of the region’s mangrove coverage, increasing the known area by a remarkable 20 per cent, and is the first one to be published from the Rolex and National Geographic Perpetual Planet Amazon Expedition.
For nearly a century, the brand has been empowering pioneers—starting with Sir Edmund Hillary and Tenzing Norgay, whom it equipped for the groundbreaking 1953 British expedition to summit Mount Everest. Rolex has always been there, supporting explorers to push the boundaries of human endeavour. But with the urgent realities of climate change and the growing threats to our ecosystems, Rolex’s mission has evolved. What began as a celebration of discovery now fuels a more pressing cause: protecting the planet. The brand is committed, not just for today but for the long term, to supporting those using science and innovation to understand—and tackle—the environmental challenges that define our time.
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