"Although the company is owned by a charitable organisation, it is not a non-for-profit company, as some mistake it to be, and it actually has a very strong and steady flow of revenue, with good profits and with a substantial cash reserve. However, due to the charitable nature of the Foundation that owns Rolex, a portion of the company’s profits goes to charitable causes, as well as to the company’s employees and to an awards program, through the Rolex Awards Enterprise (Podarogiannis, 2012)." I read the article and could only find this reference to the proportion of profit going to charity. They did not say nor imply that most of the profit goes to charity. Either you're mistaken or you're lying.