Through its Perpetual Arts Initiative, Rolex crafts the future of architecture

Rolex’s Perpetual Arts Initiative goes far beyond the confines of horology, transcending into the awe-inspiring world of architecture.

Rolex has long been celebrated as a symbol of precision, elegance, and enduring craftsmanship in the world of horology. Yet, beyond the realm of watchmaking, Rolex has also etched its name in the annals of culture and art as the Swiss brand has partnered with some of the world’s most talented artists and leading cultural institutions for more than half a century to celebrate excellence and contribute to perpetuating artistic heritage, creating a link between the past, present and future.

In particular, the brand confirms its long-term commitment to global culture through the Rolex Perpetual Arts Initiative, a broad portfolio of arts that extends through architecture, music, cinema and the Rolex mentoring programme, which pairs young artists with masters in their disciplines for one-on-one mentoring and creative collaboration. Especially for the former, with an acute understanding of the harmony between form and function, Rolex has naturally forged close ties with renowned architects commissioned to design its buildings worldwide.

Rolex has also served as an Exclusive Partner and Official Timepiece of the Biennale Architettura since 2014, highlighting the importance of architecture in our lives and the brand’s dedication to excellence in design and sustainability. The story continues in 2023 as the brand returns for this year’s International Architecture Exhibition – La Biennale di Venezia – the world’s premier architectural forum for new ideas that is taking place from May 20th to November 26th.

Themed “The Laboratory of the Future,” the 18th biennial event is curated by Ghanaian-Scottish academic and educator Lesley Lokko, focusing the event on Africa for the first time. “Africa is the laboratory of the future. We envisage our exhibition as a laboratory where architects and practitioners across an expanded field of creative disciplines draw out examples from their contemporary practices that chart a path for the audience,” says Lokko.

In addition, more than half of the nearly 100 contributors to the six-part exhibition are African and Diasporan practitioners whose work directly relates to the Biennale theme and commitment to carbon neutrality, including decolonization and decarbonization, leading to a more environmentally friendly, sustainable future. Furthermore, to further strengthen the bonds between the general public and architects, Rolex supports “Carnival,” a cycle of six-month-long events, lectures, panel discussions, films, and performances exploring the Biennale Architettura 2023 topics.

To top it all off, the Rolex Pavilion in the Giardini has presented exhibitions over the years featuring Rolex’s links with worldleading architects for its buildings and the transmission of knowledge to the architects of tomorrow. This year, the display features three sections: an exhibition at the core of the Pavilion highlighting the materials used by Rolex in its boutiques worldwide and allowing visitors to enjoy a sensory experience of the Rolex universe, the refurbishment of Melbourne’s Centenary Hall – which houses Rolex Australia – that demonstrated how a skilful retrofit can safeguard a historic building and improve its environmental performance, and a retrospective display and celebration of the Rolex Mentor and Protégé Arts Initiative’s 20th anniversary who have participated in the programme over the years.

In closing, as we reflect on Rolex’s Perpetual Arts Initiative and particularly its partnerships with leading cultural institutions and visionary artists, the support for architectural innovation and the nurturing of human creativity are not just endeavours; they are a testament to the brand’s enduring commitment to shaping a more beautiful and inspiring world.

As Rolex’s Perpetual Arts Initiative continues to bridge the realms of timekeeping and architectural brilliance, we are surely left with an indelible impression that art and precision, like the hands of a meticulously crafted Rolex timepiece, can create something exceptional that is worth cherishing.