A permanent magnet rotor comprising a rotor rim and a plurality of permanent magnet modules arranged on the outer or inner circumference of the rotor rim, the permanent magnet modules extending generally along an axial direction and being of substantially constant axial-cross section, and comprising a base adapted to be fixed to the rim of the generator rotor, one or more permanent magnets, and one or more pole pieces, wherein the permanent magnet modules comprise an axial cooling channel extending substantially along the length of the modules.