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Behind the CrownRolex.org

Behind the Rolex crown is a way of thinking about our place in the world and an aspiration to contribute. We call this perpetual spirit.

It is based on a fundamental belief in unlimited human potential, in continuous improvement and lasting excellence, in always pushing the boundaries and taking the long-term view. Our watches are built to last. So is our contribution to future generations. Discover more about our corporate commitments on Rolex.org