On Rolex.com, Rolex has erased years of environmental messaging from its official website, an abrupt change after years of promoting its Perpetual Planet Initiative and sustainability goals, which have helped define the luxury brand.
Rolex has removed its Sustainability page, all content related to its Perpetual Planet Initiative, and references to Rolex.org from its official website. The Sustainability page, which was created just three years ago, stated Rolex’s green objectives as it comes to manufacturing and shipping watches. Rolex.org, the website focused on philanthropy, remains online.
The changes at Rolex.com came shortly after the brand decided to promote National Geographic’s new wildlife documentary “Africa: Earth’s Wild Home.” Four days later, the promotion disappeared from the website, along with the Sustainability and Perpetual Planet pages and any links to Rolex.org.
At Rolex.com in the main menu, the brand has changed the “Sports, Arts and Planet” headline to just “Sports and Arts,” dropping the word “Planet” and any mention of the Perpetual Planet Initiative, which was started in 2019.
It’s unclear why Rolex has erased years of green messaging from its main website; many companies have faced scrutiny over whether their sustainability claims were exaggerated. The move could simply be a sign of changing strategy at Rolex, with the brand now wanting to fully separate its product website from any kind of environmental work.