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 ).
Chinese actors Xiao Zhan and Ni Ni star in a special Year of the Snake campaign
Procured under artistic director Riccardo Zanola and creative director Sabato De Sarno, the campaign features pieces from a specially curated product selection procured in light of the cultural observance.
Symbolizing transformation and renewal, a serpent motif unifies the line, aligning with the symbolic energy of the Year of the Snake.
“Gucci 2025 Lunar New Year selection incorporates exquisite craftsmanship and creative details,” said Mr. Zhan, in a statement.
“In the unique aesthetics, it shows festive spirits in a modern way,” he said. “As global brand ambassador of the House, I am pleased to participate in the shooting of [the] Lunar New Year campaign one more time.
“It brings everyone the joy of reunion at the special moment.”
Bridging campaigns
Available online and at select boutique locations, highlights from Gucci’s Lunar New Year capsule include accessories such as the Flora silk scarves, where snake iconography intertwines with blooming floral patterns.
Footwear such as the Horsebit 1953 loafers and Signoria slingback pumps has been reimagined in Gucci Rosso Ancora patent leather, adorned with additional snake details. The Gucci Blondie bag, presented in red patent leather with an enamel Interlocking G detail, adds a timeless touch of luck to the festive collection.
This year’s effort echoes previous Lunar New Year initiatives from Gucci ( see story ). In aligning with a broader spectrum of global celebrations, audiences are witnessing the maison form its very own annual marketing tradition in real-time.
