Should I rather ROLEX or better RELAX?

Time isn’t neutral. It’s cultural: Both approaches work, just differently

1- ROLEX cultures (very punctual, very structured):

Time is precise. Meetings start when scheduled, end when planned, and calendars are commitments. If it’s in the calendar, it’s basically a contract. Changing plans at the last minute? That can feel disrespectful, chaotic, or… mildly alarming.

GOLDEN RULE: Time is money = be efficient.

2- RELAX cultures (take it easy 😌):

Time is adaptable. Schedules are guidelines, not contracts. Rescheduling a meeting often means people matter more than the agenda. If something important comes up, the calendar can wait.

GOLDEN RULE: Relationship is gold = connect

In some cultures, rescheduling shows care, flexibility, and trust, in others, it signals disorganization or a lack of respect.

Same action. Completely different interpretation: Neither is better. They simply communicate priorities differently.

In The Culture Map, Erin Meyer explains this through the Scheduling scale:

On one end are linear-time cultures: punctuality, fixed agendas, and strict schedules:

On the other end are flexible-time cultures: adaptability, fluid plans, and prioritizing relationships over the clock.

Personally, I’ve lived both sides:

I’ve spent 50% of my life in Colombia, where time is flexible and relationships come first. And the other 50% in extremely time-oriented cultures — first Germany (and, believe it or not, they still weren’t punctual enough), and now Switzerland, where time is practically sacred.

What I’ve learned?

📅 Calendars don’t just organize meetings — they reveal values.
When we work across cultures, misunderstandings around time aren’t about efficiency or laziness. They’re about unspoken expectations.

So next time a meeting starts late… or someone refuses to move it by five minutes, ask yourself:
👉 Are we speaking ROLEX or RELAX?

And more importantly: do we know which one the other person is using?

Because time isn’t just money It’s MEANING.

About the Author

Daniel Cruz

My personal and professional life has always been within a multi-cultural environment. I have studied and worked in 4 different countries, Colombia, Germany, Switzerland and France, an experience which has given me a dynamic cultural background and language abilities, thus providing me with a global perspective to add insights and open problem-solving skills.

Beyond my intercultural background I’m also a polyglot speaking fluent Spanish, German, English, French and Portuguese. Already at the age of 21 I discovered my passion for education and sharing knowledge and I started my journey as a teacher (German and Spanish) followed by the creation of my first company SimpleMente offering tutoring services for the kids of international schools.

Founder of Global Insights and People Development and working as an independent trainer and coach helping companies build global success through talent development in 3 main areas: