FREiDA And the fury
Audemars Piguet and Freida Pinto are fighting the good fight to empower young women
When Audemars Piguet appointed actress Freida Pinto as their brand ambassador last year, the fine watchmaker house knew they were signing up for more than just a beautiful face. Pinto joined Plan International’s Because I Am a Girl campaign as their global ambassador in 2012, thus starting her journey as a women’s right activist. Because I Am a Girl supports sustainable projects in developing countries and gives girls access to clean water, food, education, healthcare and protection – all things that should come as a basic human right.
The new Audemars Piguet campaign sees Pinto take centrestage with the Diamond Fury haute jewellery timepiece, blindingly bright against the moody, smouldering shots of Pinto. Audemars Piguet is no stranger to initiatives that give back to nature and society, so it’s no wonder that this is a perfect pairing for the Swiss house. Every human being on our planet has the right to live a life full of dignity with opportunities to realise their dreams. It’s a shocking truth that 66 million girls are out of or denied a basic education, which is important for empowerment and independence. Some of these girls I’ve met first hand and have seen no difference between them and girls who have the privilege of a good education. Their ambitions, smarts, drive and passion are the same; what divides them is the lack of opportunities, backdated beliefs as well as archaic societal structures that are not based on any logic. I wanted to make sure I was using my education and confidence effectively, knowing well that I belong to the privileged camp. I have had a very wholesome education and I know what a big role it has played in my life in empowering me. I believe for the world to be truly progressive, we need those 66 million girls in school. I count myself as one of many voices speaking up for the rights of girls to live life to their fullest potential. I believe in the strength of collaboration to create real tangible change and in that respect I definitely can make a difference that will ultimately benefit marginalised girls and girls at risk. She is a strong, independent woman, unafraid of taking on any challenges. I recently saw a vintage Royal Oak Perpetual Calendar in yellow gold from the ’90s which took my breath away.
Freida Pinto wears the Audemars Piguet Fury watch
Audemars Piguet Diamond Fury watch in white gold with diamonds, approx. RM2.44million