Rolex's advertising, traditionally focused on watch performance and luxury appeal, misses highlighting its environmental initiatives like the Perpetual Planet and Rolex Awards. This approach limits their reach to a shrinking audience of traditional luxury buyers. However, there's a significant opportunity to pivot toward climate justice, a crucial issue for younger, socially conscious demographics. By aligning their campaigns with environmental concerns, Rolex can attract new audiences, including socially aware younger generations and environmentally experienced Gen X and baby boomers. This shift could seamlessly blend Rolex's luxury heritage with modern social responsibility.