It’s always uplifting to hear about businesses with a moral conscience, companies that genuinely give to charitable causes, not simply exploit charity as tax relief or as part of their image. A new American watch brand called ‘3thirty3’ has recently launched in the UK and charity seems to be at the heart of the business plan. The first model is the ‘Animal Watch’, and it will benefit the International Anti-Poaching Foundation – www.iapf.org – a worthy cause and never more relevant than at present.
Launched by Cambridge Jeweller, Catherine Jones of Cambridge – the first outlet worldwide to stock the watches. Vanessa Burkitt, MD of the Cambridge jewellery business, said the launch represented, “A new concept in the jewellery and watch industry. For every ‘Animal Watch’ sold a contribution of £90 will be made to the IAPF.”
3thirty3 is the brainchild of James Henderson, a watch connoisseur and wellknown Tempus Fugit watch-blogger, based in California. His simple idea was to create a watch brand with a charitable action built into the business plan.
“The concept,” Henderson explained “was not to create a new charity but a new business that, through its success, could help charitable causes in a meaningful and sustainable way. So 3thirty3 was founded with the idea to market and sell good looking, quality watches with the goal of donating one third of the net sales price to organisations working to solve ‘unsolvable’ problems and therefore benefit others.”
Burkitt added that, “James’ non-business interests also chimed with our company’s own commitment to protecting endangered wildlife and charitable giving which we do through the Catherine Jones Foundation. When he mooted the idea of creating a watch to raise funds for the International Anti-Poaching Foundation supported by Dr Jane Goodall, the idea really took hold.”
The launch was perfectly timed with the visit of Prince William, the Duke of Cambridge, to the White House in December. During the trip he spoke to President Obama of his mission to protect endangered species. The Duke also addressed the World Bank, emphasising that his father, the Prince of Wales, and his grandfather, the Duke of Edinburgh, “... helped to bring about understanding that our relation to nature and wildlife goes to the heart of our identity as human beings. From our sheer survival, to our appreciation of beauty and our connection to all other living things.
The watch is Swiss made, with a stainless steel case, mounted on a leather strap and it’s powered by a Ronda 515 Quartz movement. Best of all though, is the knowledge you’ve contributed to saving a species. Get yours here: