Earth Day: 5 Watch Brands that Invest in Environmental Causes

In honor of Earth Day, we salute the watch brands that work to preserve our animals, our land and our seas. A host of watch companies take part – often on a behind-the-scenes basis – in the care and preservation of our Earth and its resources. From Rolex to Audemars Piguet, Omega, Jaeger-LeCoultre, Chopard and others – watch brands try to buy us more time with Earth’s treasures.

Photo: Omega and GoodPlanet introduce Terra
Photo: Omega and GoodPlanet introduce Terra

Omega (also involved in ocean preservation) is also a staunch supporter of alternative energy, and has committed to the Solar Impulse project (flying planes based on solar power). Additionally, Omega has had a long-standing relationship with GoodPlanet, and has created timepieces for the cause. The newest watch, the Seamaster Aqua Terra 150M GoodPlanet promotes sustainability, with a portion of the proceeds of sales going to raise awareness of environmental issues. The new watch also honors he new documentary, Terra, produced by Omega and GoodPlanet, that explores the relationship of humans and animals. Proceeds from the sale of the new watch will go to a wildlife project in Botswana.

“Barometer of Africa’s Health,” Lindy Rodwell, Rolex Laureate
“Barometer of Africa’s Health,” Lindy Rodwell, Rolex Laureate

Through the Rolex Awards for Enterprise program, which has been operating for 40 years, the brand supports many environmental causes. In fact, Rolex has created a community of exceptional people who strive to better the planet via extraordinary projects. Each Rolex Award for Enterprise is given for a new or ongoing project that deserves support for its capacity to improve lives, or protect the world’s natural and cultural heritage.

These projects have touched all aspects of humanity by expanding knowledge or improving life on the planet. Recent projects include protecting threatened birds, saving fragile ecosystems and “Electronic Eyes in the Wild” — wherein new tracking technologies developed by Rolex Laureates help to track and save endangered species.

Amazon projects, photo courtesy of Audemars Piguet Foundation
Amazon projects, photo courtesy of Audemars Piguet Foundation

Similarly, Audemars Piguet established the Audemars Piguet Foundation in 1992, and since then has contributed to the conservation of forests around the world via environmental protection and awareness projects. Recent projects include efforts to reconstitute forests ravaged by fires, deforestation and ageing, preserving and restoring biodiversity. Such reforestation is taking place in the Senegal Mangroves, Nambia, India and other places via a variety of interesting projects.

Amazon projects, photo courtesy of Audemars Piguet Foundation
Amazon projects, photo courtesy of Audemars Piguet Foundation

On a different scale, Chopard offers a host of watches and jewelry as part of its “Journey to Sustainable Luxury,” which includes using Fairmined gold that has been extracted from the Earth in a responsible manner. Currently most of the “Fairmined” gold is sourced from certified mining cooperatives in Columbia, Peru and Bolivia. Chopard is the first watch brand to use Fairmined gold and to have made a large commitment to supporting the mining communities in order to help achieve Fairmined certification.

Diary Mountain Range, photo courtesy of Chopard.
Diary Mountain Range, photo courtesy of Chopard.

That support includes training, environmental protection and social well-being efforts. Because the gold is mined in a responsible, artisanal manner, the mining is small scale, and purchasers pay a premium so that the added pricing is reinvested into community projects.

Chopard is committed to provide a stable route to the market and a fair deal for the miners and their communities when selling their gold
Chopard is committed to provide a stable route to the market and a fair deal for the miners and their communities when selling their gold

In addition to its profound efforts and involvement with UNESCO and the World Heritage Marine Sites, Jaeger-LeCoultre also pays close attention to conserving energy in its Manufacture, and has even earned two important labels (Minergie and Hydro-locale) attesting to its eco-friendly achievements and low-energy consumption. The brand’s green energy is produced by using water from the lakes and rivers of the Valle’e de Joux. It is also certified by the Responsible Jewellery Council (RJC), attesting to the fact that it meets the ethical, human rights, social and environmental standards of RJC.

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Omega Aqua Terra “GoodPlanet” is built in grade 5 titanium, and stands out for its use of the ocean’s color.
L.U.C Perpetual Chrono
Chopard L.U.C Perpetual Chrono 1 made of Fairmined white gold.

Jaeger-LeCoultre, Blancpain, IWC and others have a sharp focus on preserving the Oceans, and we will bring you more about their efforts on World Oceans Day when we look at their endeavors to save our oceans.

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