Rolex is more than just a watch brand. For over forty years the brand is holding the annual Rolex Awards for Enterprise, which is now one of the cornerstones of Rolex's Perpetual Planet campaign. It was first held in 1976 to celebrate the 50th anniversary of the Rolex Oyster, and it aims to award and promote the projects of people that work to protect the environment and cultural heritage, as well as focus on improving health care.