Paving the fu­ture

The lux­ury watch world is do­ing their part for the next gen­er­a­tion

MVMT - - Momentum - Words sean mossadeg

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.

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