True to its own heritage of producing exceptional design and craftsmanship, Rolex focuses its cultural enterprises on perpetuating and supporting artists and innovators throughout the world. Many companies today are quick to jump on the “fad of the day”. They make contributions that seem to have an underlying political agenda. This is not how Rolex has contributed to society. Rolex has consistently maintained an first-rate position even in its cultural support programs.
Rolex has a long tradition of supporting the arts and sciences by creating opportunities for talented individuals to become expert artisans and artists. While the details of the programs vary, the underlying theme remains consistent. The company strives to support innovation in the arts and sciences and to promote excellence in these fields. Rolex currently is sponsoring a mentoring program that takes hand-picked protégés from around the world and pairs them with masters in their chosen field. It offers a unique opportunity to study with a mentor for 1 year, learning to perfect their skills in literature, dance, film, music, visual arts and theatre. It is an intense program that is designed to foster cultural awareness and excellence in these artistic fields.
Rolex also supports the development of master watchmakers in the same way. The company chooses 12 students a year to participate in its apprenticeship program, which is an intense, two-year internship at one of the schools it has founded in Switzerland, Japan and the United States. Through this program, Rolex extends its expertise and commitment to the art of watchmaking. The focus is on watchmaking as an art rather than just on training future employees. Future employment with Rolex is not a requirement of the program.
Rolex promotes elite sporting events like golf, equestrian events, yachting and tennis. In fact, no less than 10 of these events are named for the company that provides their highest level of support. Rolex also endorses the opera and classical music festivals. While other companies support neighborhood activities and grass roots events, Rolex sponsors events that typically appeal to the same cultured consumers who wear Rolex watches. The company lends its name, reputation to and funding to cultural causes that create, promote and develop artistic excellence, innovation and craftsmanship in the same way that Rolex has dedicated itself to excellence, innovation and craftsmanship in the creation of its timepieces.