Rub of the Green Aude­mars Piguet’s con­ser­va­tion­ism

Bespoke - - FASHION SHOOT -

The link be­tween Aude­mars Piguet and rain­forests may not be an ob­vi­ous one but a visit to the watch brand’s head­quar­ters in the Val­lée de Joux reveals all. “Our fac­tory is sur­rounded by forests that are highly pro­tected by laws, so we have been lucky be­cause they are all healthy,” says Jas­mine Aude­mars, AP’S chair­woman and the great-grand­daugh­ter of com­pany co-founder Jules Aude­mars, who now runs the Aude­mars Piguet Foun­da­tion. “It in­spired my fa­ther and all of us that this would be a good outreach project. There are so many foun­da­tions out there that we each have to fo­cus on dif­fer­ent things so we can ac­com­plish more. As dif­fi­cult as it is not to be dis­cour­aged by all we can­not do some­times, they key is to fo­cus on what we can do.” And they’ve been able to do a lot. In fact, since they be­gan in 1992, they’ve fi­nanced more than 80 projects in 40 coun­tries as di­verse as Sene­gal and Scot­land, plant­ing trees in lo­cales rang­ing from the foothills of the Hi­malayas to the Cer­rado sa­van­nah in Brazil. Cur­rent ini­tia­tives in­clude restora­tion of sus­tain­able agri­cul­ture in Orissa, In­dia, and bio­di­ver­sity work at a na­ture park in Mada­gas­car. “We were a pi­o­neer when we started but there’s still a need for replenishing forests and restor­ing the bio­di­ver­sity of biotopes de­stroyed by nat­u­ral dis­as­ters, over-use and cli­mate changes,” says Ms. Aude­mars, who ex­plains that their an­cil­lary goal is to raise aware­ness of con­ser­va­tion among the young so as to preserve the no­tion of preser­va­tion it­self.

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