(Credit: Rolex via Swissreg.ch)
In an unusual trademark filing with the Swiss Federal Institute of Intellectual Property, Rolex has registered a new logo under the category Service de crèches d'enfants, with the tagline “Les P'tits Spiro: Grandir et s'épanouir au fil du temps.”
Rolex confirmed it is planning to open a daycare center starting mid-2025 for its Bienne manufacture — its largest manufacture — the latest sign the brand wants to help young mothers (and fathers) develop a career at Rolex.
“As a committed company, this initiative aims to support the well-being of our employees by offering them a work environment adapted to their needs,” a Rolex representative said.
Les P'tits Spiro, or the Little Spiro, is a riff on the Belgian comic character Spirou and the spiral shape of a watch’s mainspring — while Grandir et s'épanouir au fil du temps means to grow and thrive over time. In the logo, the markers typically found on a Rolex watch create the eyes and hands of the character.
Rolex said the childcare facility will initially welcome 60 children with an option to expand. The location on Leugene 6 Street in Bienne was picked for its proximity to the Rolex site but also for being near nature and away from major roads.
This is not the first crèche d'enfants for Rolex employees: the brand has had a daycare since 2021 at its Geneva location.