How luxury watch & jewellery brands are doing their part for sustainability
by Debby Kwong /
July 30, 2021
From saving elephants to making ethically responsible decisions, here’s what luxury brands are doing for a more sustainable future
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Sustainable luxury is the future. Ethics and aesthetics can co-exist when brands make efforts to end poverty, fight inequality and stop climate change, while creating beautiful watches and jewellery.
Whether through making more environmentally friendly decisions, or making a conscious effort to invest in the education of children, and providing everyday necessities to the underprivileged, luxury watch and jewellery brands are stepping up to make this world a better place.
“It is a bold commitment, but one that we must pursue if we are to make a difference to the lives of people who make our business possible,” says Karl Friedrich Scheufele, co-president of Chopard.
Protecting the sea
Luxury watchmaker Rolex is shining the spotlight on ocean sustainability issues. Through its new film titled Perpetual Planet: Heroes of the Oceans, Rolex takes us on an up-close journey with six marine scientists — including president and co-chairman of Mission Blue and friend of Rolex, Sylvia Earle — witnessing their work in safeguarding our oceans’ precious ecosystems.
Mission Blue founder Sylvia Earle and Hope Spot champion Angelique Pouponneau join a beach cleanup on Long Island in the Seychelles.
These sustainability heroes have been studying marine life as well as the impact of human activities on sea animals. Through this film, Rolex, Sylvia and the team aim to spread the importance of marine conservation to as many people as possible.
“Each of us can make a difference in inspiring others,” shared Sylvia. “With passion, curiosity and hope, anyone can change everything. We can create a Perpetual Planet for generations to come.”
The hour-long documentary, which features breathtakingly beautiful marine creatures, was released on Rolex’s website in early June to coincide with World Oceans Day.
175-year-old Swiss watchmaker Ulysse Nardin has had a long-standing relationship with marine life. Not only does its logo feature a ship anchor, but the brand is also inspired by the sea. That’s not all; it is said that Ulysse Nardin had provided early explorers and sailors with marine chronometers so that they could navigate the seas.