Sustain able Chopard
The 67th edition of the Cannes Film Festival was another resounding success. Plaza Watch attended to soak up the ambiance, see some wonderful wristwatches on display.
in life have an innate way of complimenting each other. Refinement, in all its many forms, has a natural tendency of contrasting smartly with objects that have also been created with knowledge, dedication, craftsmanship and time.
If you were sitting behind the wheel of an immaculately restored 1938 Alfa Romeo 6C 2300B Spider, it just wouldn’t do to be wearing a piece of cheap quartz tat on your wrist. However, a Chopard L.U.C Perpetual T… that would crown the image.
Equally, on the red carpet in Cannes, you really ought to be wearing a suitably stylish wristwatch and Chopard’s collection does not disappoint. All around on the wrists of actors, directors and mere mortals, Plaza Watch spotted an array of different Chopard pieces. This is no real surprise though as the luxury watch brand has been closely connected to the Cannes Film Festival since 1998 and Chopard has been adorning stars every year in the famous “mounting the steps” ritual, rewarding upand-coming actors, and organising some of the hottest-ticket evening events of the festival fortnight.
This year the lavish parties and electric atmosphere was as always, however, the main attraction had a new gleam. The main attraction, of course, being the trophy that everyone in the film industry would like to receive. The Palme d’Or – the shining emblem of the Cannes Film Festival, awarded to the best film in the official selection.
The notable change was that the Palme d’Or, hand-crafted in the Chopard workshops, was made in ‘Fairmined’ certified gold – meaning ethical gold extracted in full respect of the rules of economic, social and environmental development. This laudable move forms part of an approach instigated by Chopard last year to lead the growth of sustainable luxury in the luxury field.
Making the celebrated trophy in fairmined gold is a bold step forward by Chopard and hopefully more companies in the industry will follow suit and ensure the highest ethical standards are maintained in the production of their goods. Caroline Scheufele, co-president of Chopard, says, “I am proud and happy that the Palme d’Or, which I redesigned 16 years ago, should be made of traceable gold mined in a manner respectful of human beings and the environment”.
Thierry Frémaux, Délégué Général of the Cannes Film Festival commented, “The Festival de Cannes has always represented the highest standards in cinematic excellence. We are therefore delighted that Chopard, who has been one of the principal sponsors of the Festival for the last 17 years, are to craft the 2014 Palme d’Or – the most prestigious award in the international film industry – from fairmined gold. This gold represents the highest standards of gold available today in the world, and adds a wonderful lustre to the Palme d’Or and the Festival de Cannes.”
Fairmined gold is defined as being extracted by artisanal and small-scale miners certified under the “Fairmined” standard, created by the Alliance for Responsible Mining (ARM). This label guarantees strict respect for the rules of economic, social and environmental development in the mining process. Chopard forged a partnership with ARM in May 2013 and in doing so became the first luxury watch and jewellery company to support and enable mining communities to reach Fairmined certification.
This certification will provide a stable route to market and a fair deal
“I am proud and happy that the Palme d’Or, which I redesigned 16 years ago, should be made of traceable gold mined in a manner respectful of human beings and the environment”
for the miners and their communities when selling their gold. Through its work, Chopard will ensure that these workers are no longer marginalised but recognised as key members of the supply chain.
In order for luxury goods to be both sustainable and ethical, the labour rights and artisanal skills involved must be recognised at the very beginning of the supply chain.
Chopard has admirably placed sustainable luxury in a global spotlight, and for the first time at the 67th edition, the Palme d’Or represented not only very best in the film industry, but also in ethical gold production.
P L A Z A WA T C H ' S EDITOR I N C H I E F, NICK RICE, AT THE FEST IVA L .