From there, the film transitions into the modern era, highlighting Rolex’s ongoing ties to sport, the arts, and scientific exploration. It closes with a look at the brand’s Perpetual Planet initiative and Rolex’s environmental efforts, both in the field and within its own manufacturing operations, including a closer look at how the company is approaching sustainability in watchmaking.
There are also a few fun details throughout. At one point, the film references precision down to “a fraction of a billionth second,” alongside a brief glimpse of Rolex’s atomic clock. My favorite moment comes toward the end, when a quick series of shots shows internal testing equipment—something that’s long been discussed but rarely, if ever, seen publicly. While most of Rolex’s videos typically stay within the three-to-five-minute range, this 23-minute film offers a much deeper look into the brand’s history, philosophy, and the scale of the Oyster story itself. It’s absolutely worth a watch.
Tim Jeffreys
2026-05-12 12:30:00