Paving the future
The luxury watch world is doing their part for the next generation
When you’re at the pinnacle of luxury, the spotlight shining on brands to give back to society is turned up higher. Cynics can call it an obligation but the effort put in by several luxury watch brands have shown that the commitment to serve doesn’t have to be just another CSR byline.
Take IW C Schffhausen’s partnership with the Fondation Antoine de Saint- Exupéry for Youth. The foundation was first created by the heirs of Antoine de Saint- Exupéry and aims to give young people across the world practical support by helping them build their futures, an ideal held by the celebrated writer and humanist. IW C first partnered with the foundation 11 years ago and has kept to this promise year on year by helping to build schools in underprivileged parts of the world.
This year, the Swiss watchmaker and the Antoine de Saint- Exupéry Youth Foundation inaugurated a new educational garden and media laboratory at the Hospitality & Catering Training Centre ( HCTC) in Mae Sot in northwest Thailand. The facility gives the youth in the area professional training in hospitality as a way of earning a living in the industry and breaking the cycle of poverty that so many in the region fall victim to.
Like IW C, one of Bulgari’s choice of charity is targeted at the future of the world. The Roman jewellers’ partnership with Save the Children dates back to 2009. This year, the brand is introducing a new call-to-action named #Raise Your Hand, directed under photographer Fabrizio Ferri.
Celebrities partnered with Bulgari have agreed to join in the global campaign, posing for photos and films that highlight the brand’s latest additions to the Save the Children line of jewellery it created back when the partnership first started. With the sale of any piece under the line, a large portion of the proceeds are donated by Bulgari directly to the charity.
This year, the brand introduced a bracelet to the collection, hoping to broaden the scope of customers to raise more for the children. To date, the collection has helped to raise US$50 million for Save the Children, reaching 1 million beneficiaries in 33 countries across five continents.