Rolex RSE

ROLEX

Introduction

Rolex, founded in one thousand nine hundred and fifty by Hans Wilsdorf, is a Swiss manufacturer of luxury watches. Its flagship model Oyster has existed since one thousand nine hundred and twenty six . With a turnover of eight billion, it is the world's leading luxury watch brand, above Omega and Breitling. The brand is actively involved in the arts, sports and exploration, and supports those who work to preserve the planet.

Its CSR policy (Corporate social responsibility)

For Hans Wilsdorf, the world is like an open-air laboratory, and the values he has passed on continue to guide the brand. Exploration, which originally had no other purpose than discovery, now also aims to preserve the planet. Rolex continues the legacy of its founder.

For nearly a century, the company has supported pioneers of exploration, in a desire to constantly push back the limits. With its Perpetual Planet campaign, Rolex is reaffirming its long-term commitment to explorers who are taking action for the environment.

Development of the two examples

In two thousand and nine is launched the initiative "Perpetual Planet" which currently encompasses a partnership with National Geographic Society in order to study the impact of climate change and support the "Mission Blue". Several series have been made in partnership such as "Call To Earth" by CNN and "The Pioneers" which aims to raise awareness in order to propose a plan for a more ecological life.

Specifically, Perpetual Planet is helping to support the non-profit organization Mission Blue, which is working to protect the oceans by creating a network of Hope Spots, areas that are home to vital marine ecosystems and therefore must be protected.

One of the most important expeditions to date is "A Health Check for the Amazon" as the health of the Amazon basin is the third major project launched under the Perpetual Planet initiative since Rolex strengthened its long-standing relationship with the National Geographic Society. The expeditions that result from this partnership offer a much better understanding of the impact of climate change.

Rolex supports Bruktawit Tigabu, who has created a television program for children in Ethiopia to teach them basic hygiene, starting with handwashing, that can save their lives in a country where, every year, three hundred thousand children under the age of five die of diseases such as diarrhea.

Conclusion

I think that CSR is important for the notoriety of a company, to show that it is committed and responsible for various projects, so it becomes more attractive in the eyes of customers, attracts future employees and encourages a greater involvement of employees. But we can ask ourselves if luxury and CSR are compatible? Before, according to several studies, luxury and CSR were not compatible because it had the effect of reducing the value that consumers give to luxury brands where the notion of rarity is important. Except that now luxury is taking on an ethical and ecological aspect, a "green alliance", reinforced by the health crisis.