Rolex honors heritage of exploration with African 'Perpetual Planet' expedition
January 31, 2023
Perpetual Planet
Since 2019, Rolex has been embracing that changing landscape of exploration through its Perpetual Planet initiative, supporting the work of exploring conservationists.
Part of this project involves the work of Rolex Awards for Enterprise winners, who work to protect the livability of the planet and the welfare of people. Rolex is also working with the National Geographic Society, collecting data in the fight against climate change.
Dr. Boyes is a National Geographic Explorer, leading one of the Great Spine of Africa expeditions along over 500 miles of the Lungwevungu River.
The river is a tributary water source of the Zambezi River, which is vital to 20 million people and an inordinate amount of plants and animals, supporting Angola, Zambia, Namibia, Botswana, Zimbabwe and Mozambique.
The Great Spine of Africa Expeditions: Lungwevungu River – Ep. 2
Traversing the highlands of Angola to the border of Zambia, the team is collecting measurements and data on their journey. With his Rolex watch and team in tow, he is floating in dug-out “mekoro” canoes and camping along the river, documenting the data.
“It’s almost biblical,” said Dr. Boyes in a statement.
“During the day you are constantly stung, and at night beetles, flying ants and moths fill the air,” he said. “It’s a very difficult place to do science, to live, to do anything.”
Despite its importance, much of the Zambezi’s tributaries and life cycles is a mystery to scientists, making this expedition key in building local climate resilience. Being the birthplace of the Zambezi, the Lungwevungu is a key point in these conservation efforts.
[caption id="" align="alignnone" width="465"] Dr. Boyes takes measurements along the river, wearing his water-resistant watch. Image credit: Rolex[/caption]
The other expeditions taking place in the Spine of Africa will explore the Congo, Niger and Nile rivers– all just as important to 400 million Africans. Like this Lungwevungu expedition, much of the data collected is being sourced from places never studied by scientists before.
“If it’s measurable, we are absolutely going to measure it,” said Dr. Boyes in a statement.
“It is incredibly important for us to be able to measure change over time, to be able to pick up limits of acceptable change, then take those to the government and say that we need to change policy.”
Nature of luxury
Rolex is not alone in this undertaking of scientific exploration.
De Beers recently supported National Geographic’s conservation efforts in the Okavango Delta ( see story ).
“Our latest campaign is a celebration of the imagination and creativity our products can inspire in today's families,” said Amy Marentic, chief marketing officer of Genesis Motor America, in a statement.
“GV80 is thoughtfully crafted to be more than just an SUV with exceptional comfort and leading safety, it's a space where families can connect, explore and dream together,” Ms. Marentic said. “With its refined design and thoughtful utility, GV80 supports the evolving needs of modern family life while delivering moments of joy and discovery.”
The campaign’s concept was created in collaboration with California-based ad agency Innocean USA, Genesis’s longtime marketing partner, while Paris-based directing duo Julien and Quentin directed the short film.
“In a category filled with legacy marketing thinking, familiar tropes and concepts, we continue to look for fresh ideas, bold approaches and extremely well-crafted executions,” said Jason Sperling, chief creative officer of Innocean USA, in a statement.
“Whether we're challenging outdated thinking or redefining vehicle space through imagination rather than utility, Genesis is carving out a luxury ethos that's inclusive, warm and welcoming—even to families with young kids,” Mr. Sperling said. “It's new luxury without the velvet rope or baggage of old brands.”
Freedom from legacy
While luxury automakers such as French automaker Bugatti, British automaker Bentley and British automaker McLaren often lean into heritage and history to supplement their marketing initiatives and debuts, as most recently seen at Monterey Car Week ( see story ), Genesis is eshewing legacy to emphasize innovation.
[caption id="attachment_418698" align="alignnone" width="465"] The "No Old Thinking" advertisement features the 2026 GV70 SUV. Image credit: Genesis[/caption]
The brand began espousing this idea in its marketing collateral earlier in the year with its “Blank Canvas” ( see story ) and “No Old Thinking” campaigns ( see story ). Both advertisements emphasized the younger brand’s ability to embody creative freedom and fresh ideas sans historical baggage ( see story ).
Rather than leading with tradition, Genesis is defining itself through a forward-looking lens and appealing to consumers who value innovation and safety over nostalgia. This strategy puts the spotlight on cutting-edge design and technology.
Alongside this push, Genesis is also strengthening its image as a family-friendly brand, courtesy of a feature in the Freakier Friday
