Plaza Watch International - - News - Www.cather­ine­

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 – – 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:

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