(Photo credit: Vincent M.)
Rolex is taking another concrete step towards helping the environment — and this time without fanfare. The Hans Wilsdorf Foundation, which uses profits generated by the brand, has quietly launched a new non-profit organization named “Modus” whose link back to Rolex is hard to trace.
The aim of Modus is to curb transportation emissions, especially in Switzerland, where transportation generates more pollution than the world's average, 31% vs. 24%. This comes at a time when big cities across the world are trying to reimagine the role of automobiles, especially the gas-emitting kind, as city dwellers want cleaner, healthier air and less traffic.
The Modus Foundation will focus on Geneva county and said it will support the exchange of ideas to reduce automobile usage and financially back projects that helps reach the goal of a “carbon 0 objective by 2050,” the foundation said on its webpage.