Bulle, Switzerland. (Photo: Yannick Romagnoli)
The Hans Wilsdorf Foundation is known for supporting local projects, and Rolex for sponsoring major events. This time, Rolex is giving quietly to support the renovation of the public library and museum in Bulle, with no sponsorship and no advertising attached, the latest sign the brand is putting down roots in the community that will soon host its newest manufacture. Announced earlier this month during a town meeting, the 3 million-franc contribution drew applause from legislators surprised by both its timing and its scale, according to La Liberté, a county newspaper.
When the expansion of the Musée gruérien and the city library was approved by voters in 2024, officials pledged to seek outside funding. During the Sept. 9 groundbreaking of Rolex’s new site, a city council member presented the project directly to the brand’s chief executive and chief financial officer. The effort paid off: less than three weeks later, on Sept. 24, Rolex confirmed its donation.
City officials said the gift comes with no conditions attached. A spokesperson for the city of Bulle described Rolex’s support as a gesture of goodwill to mark its commitment to the local community.