The very essence of humanity lies in the ability of being able to render meaningful service to a fellow human being. Service is intrinsic to the core process of life itself and due to this crucial factor it becomes our duty, more so a responsibility to assist in the formation of a race that has equal opportunities. Rolex the world leader in luxury watches is known to be the fuel behind world class sporting and cultural events that promote the development of exceptional talents. However Rolex is actively involved in creating and organizing various charitable events that seek to assist the less fortunate. In tune with its philanthropic ambition Rolex generates and donates millions of dollars to various charitable trusts around the globe. The intricate fabric of a functioning human race is created on the ideals of attaining a common goal and assisting every one else to do the same.

The core rudiment was to provide for those individuals that lacked financial support. Whether the revenue generated benefits a section of the community by uniting them in pursuit of cultural excellence or for medical related purposes, Rolex has proudly been creating and participating in events that seek to positively impact the society. From identifying talent at the sporting events and awarding them with scholarships to generating revenue through auctions to benefit the poorer sections of the society, Rolex participates in every event that genuinely promotes the cause of humanity. The principal resolution of committing to the singular vision of championing the cause of mankind is deeply entrenched into the core of Rolex and its functioning. Right from assisting the Chinese Cultural Centre of Greater Toronto, to foster a collective understanding and promote harmony through the combined celebration of the cultural expression of humanity; to Rolex Award for Enterprise and the Young Laureates Program that aims to fund the pioneering vision of individuals that look to transform the state of society through their work, Rolex is constantly promoting the greater good of mankind.

Partnering the Fisher Foundation in the United States, Rolex helped them set up comfortable temporary accommodations for the family, when a member of the family who is enrolled is the American defense services, is undergoing a specialized treatment or requires extended medical attention. Organizing a Rolex Charity evening in Chennai, India at the Chennai Open by auctioning of tennis memorabilia, Rolex donated the proceeds to the Tanker Foundation (Tamil Nadu Kidney Research Foundation) and Balavidyalaya - School for Young Deaf Children. Rolex has played a tremendous role in improving the conditions of the less fortunate and assisting them in improving their livelihood. The most vital function of all of mankind is to ensure that fellow members of the society do not suffer due to human neglect and ignorance.

Serving the human race is an act that goes on beyond the affairs of the disordered complexities of our every day existence and enables us to finally comprehend the actual idea and purpose behind life and the existence of humanity. Rolex understands this idea and as a part of realizing this long term ambition, it assists legitimate associations in carving out a better future for all of mankind.

When the Rolex brand was first conceived by the legendary Hans Wilsdorf, it started out on the principals of pursuing perfection and through this process become a beacon of inspiration to the world around. Rolex has garnered a lot of revenue over the years most of which goes in setting up events and in charity. The very notion of aiding people around in every possible manner is deeply entrenched in the heart of Rolex. Service that is of use to a fellow human is the greatest act of living itself. Across the ages the wisest of men have always propounded that service to others was act that formed an intrinsic as well as a significant part of human life and was always part of the grand design. Over the many decades Rolex has been actively supporting various groups and events that aim to render service to the less fortunate. The Fisher House Foundation is one of the associations that Rolex has been involved for a long time. In the recent years Rolex has improved its partnership with the Fisher House Foundation and increased the contributions which would ensure that the foundation can take on more ambitious projects.

First established in 1990 by Zachary and Elizabeth Fisher, the Fisher House Foundation aims to render humanitarian support to the soldiers of the United States armed forces by providing the family with a comfortable temporary accommodation when a member of the family is undergoing a specialized treatment or requires extended medical attention. With 43 Fisher Houses and counting, the Fisher House Foundation is a non-profit organization that serves more than 10,000 families each year. Located near the military or the veteran’s affairs hospitals, the Fisher Houses accommodates 16 to 42 people and ensures that the families are never far away from their loved ones. The ambitious project of the foundation includes the setting up of more than two dozen houses around the country so that it can serve more families.

Rolex the world renowned brand understands the cause of service and identifies with the purpose of aiding people. In its endeavor to support people and offer a helping hand Rolex partnered with the Fisher House Foundation to set up new houses, the most recent of them being set up in West Los Angeles. This Fisher House opened on the 6th of February and had a number of veterans, current military personnel along with their families attending the inauguration. Significant contributions by Rolex aided the development and setting up of Fisher Houses in San Antonio, Fort Campbell and Dallas. According to the plan houses set to serve the families across the country, will be set up in more than 50 more locations in the United States by the end of 2010. The President and Chief Executive Officer of Rolex USA, Allen Brill is actively involved in supporting the cause of serving the brave young men and women of United States who hazard their lives in order to protect us.

To serve is an act that goes on beyond the affairs of the chaotic everyday lives and allows us to finally comprehend the place and purpose of mankind. Rolex understands this purpose and as a part of realizing this long term objective, it lends out its support to genuine organizations that pave the way for a brighter future.