Chopard’s Fairmined collection; Jaeger-LeCoultre’s Reverso One Duetto.
CHOPARD LEADS THE WAY FOR ETHICAL LUXURY.
In a time when consumers are better educated and more conscious of what they spend their money on, the concept of sustainability is one that’s become frequently discussed. One of the first watchmakers to take a step in the right direction is Chopard, which launches a 250-piece limited series of its prized L.U.C model. The L.U.C. XPS Twist QF Fairmined edition not only carries the Fleurier Quality Foundation certification, it also spearheads the use of Fairmined gold, a move that stems from the long-term project between Chopard and the South american NGO alliance for Responsible Mining that began in 2013. The Fairmined label carried by this collection means that the gold is extracted responsibly by the community of miners involved—and that the miners are, in turn, compensated fairly. So when it doesn’t seem plausible to consume less, consider that it can at least be possible to consume better. Greenbelt 5, 707.9881.