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.

The capacity to view the entire human race as a single conglomerate or be able to realize that a single life force runs through all of us and binds us together as a part of the divine plan, is probably the first and the most vital prerequisite for being able to pioneer a movement that changes the way we function. The Rolex Award for Enterprise is an ambitious endeavor by Rolex to recognize the remarkable efforts of individuals that make an impact in the world. An initiative that started 32 years ago to foster a spirit of well-being and promote the essence of humanity, recognizes and awards remarkable visionaries that have been chosen from around the world by a distinguished panel of members. The objective of this ambitious initiative taken up by Rolex is to assist these brilliant individuals in their mission of humanity. Each Laureate that is chosen is awarded a cash prize of 100000 US dollars and a specially inscribed gold Rolex Chronometer that will be presented at a special awards ceremony. Each unique initiative is measured on its sustainability, functionality, impact, the spirit of enterprise and how does it benefit mankind. Judged by an independent panel of educators, scientists, economists and other experts the winners of the Rolex Awards for Enterprise are chosen from over a 127 countries.

The 2008 winner of the Rolex Award for Enterprise, Tim Bauer an American Citizen is the co-founder of Envirofit. Awarded for creating a direct injection retrofit kit that reduces toxic emissions and increases the fuel-efficiency of the two-stroke powered vehicles in developing countries, Tim Bauer was able to transform the lives of the people that were hugely affected by the increasing air pollution. Coupling this program with a loan guarantee, Tim Bauer made this life altering equipment available to poor drivers of these two stroke vehicles. Saluting the commitment of these original thinkers and innovators, Rolex awards them for their ingenuity and dedication. In order to take this program further Rolex created the Young Laureates Program that recognizes talented young thinkers that pursue the path of revolutionizing the world. This new endeavor seeks to support innovative thinking and implementation of original programs in the next generation and recognizes potential pioneers. The Young Laureates Program provides these talented young innovators with the finances and assists them in implementing their original ideas. The primary objective of this innovative program is to seek out young pioneers and assist them in transforming themselves into tomorrow’s leaders that will be able to lead the human race to a common goal of unambiguous harmony. This new variation will be held in 2010 and will alternate with the original version of the program the Rolex Awards for Enterprise on a two-yearly basis. The original concept of promoting brilliance the Rolex Awards for Enterprise will be held in 2012.

Rolex has evolved to become more than a brand and transformed into a way of life that encourages innovation, the pursuit of perfection, promotion of unity and development of a spirit that seeks to foster harmony through a revolutionary utilization of innovation.