In a world where luxury often conjures images of opulence and extravagance, the biggest watch brands are stepping up to redefine their role in society. Original strategies like the Cartier Women’s Initiative and Rolex Awards for Enterprise are designed to support and nurture entrepreneurial ventures. By spearheading these initiatives, these brands are having a profound impact on the individuals and the projects they support — ultimately fulfilling local grassroots and global needs.
These initiatives mark a paradigm shift in the role of luxury brands and corporate social responsibility. With corporate social responsibility increasingly becoming a key metric for success, these initiatives stand as beacons of inspiration and remind us that luxury, when coupled with a genuine commitment to social impact, can be a powerful force for positive change. As watch brands continue to invest in the potential of individuals who possess the capabilities to transform the world, they set a new precedent that underscores individual acts for the greater good of mankind.
The Cartier Women’s Initiative, for instance, empowers trailblazing women who are visionary entrepreneurs. Initially launched in 2006 as a forum, the Cartier Women’s Initiative has become an annual entrepreneurship program committed to fostering innovative, sustainable business ideas. Each year, the initiative, via a complex vetting and jury system, selects a group of ‘fellows’ from a long list of applicants who meet the initial high-impact criteria and provides them with not just financial support but also mentorship, networking opportunities and invaluable resources. They have even implemented an entire fellowship program that educates and helps the fellows with challenges they face in business.
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According to Wingee Sin, global program director of Cartier Women’s Initiative, “It’s really not only about giving them financial support but also a sense of belonging. As a woman, when you are in the impact entrepreneurship ecosystem, you face challenges and, the more community you have around you, it gives you an alliance. So this education and fellowship are key pillars of the program.”
Since its creation, the Cartier Women’s Initiative has supported nearly 300 women from 63 countries, channeling almost $10m in financial support. While the program initially awarded five fellows annually, today it awards 33 individuals per year — recognizing efforts in a spectrum of fields ranging from technology to healthcare. In addition to nine regional awards (with a first-, second-, and third- place winner in each), the initiative also recently added two themed awards: Science and Technology Pioneer Award (announced in 2021) and Diversity, Equity and Inclusion Award (implemented for 2023). The Diversity, Equity and Inclusion Award is open to all genders.
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“The world needs all of us. We need individuals to make social and environmental change decisions. We already have diversity, but we need inclusivity,” said Sin.
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The 33 fellows named for 2023 were just recently honored at a ceremony in Europe. The winners in the Science and Technology Pioneer Award field include 37-year-old Ninna Granucci from France for her company, Green Spot Technologies, and its production of fermented and upcycled food and agricultural products; 55-year-old Lynne Lim from Singapore, whose NousQ business deals in health and medical devices focused on meeting huge unmet needs; and 34-year-old Monika Tomecka, whose uFraction8 company focuses on helping biomanufacturers (such as of lab-grown meat) to increase production by 6-10 times over that of existing bioreactors.
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The impressive list goes on and on, with winners in the Diversity, Equity and Inclusion category focusing on AI-powered audio platforms for a ‘blind-friendly’ world, reducing barriers to independent dressing in people with disabilities and more.
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Cartier may be a luxury company, but according to Sin, the decision to continue with the initiative is paramount. Supporting visionary women-impact entrepreneurs helps to reshape industries and contributes to a more equitable global landscape. “The idea of business as a force for good and of empowering everyone to create social and environmental change is key,” said Sin.
Similarly, the Rolex Awards for Enterprise are also focused on creating a better future via individual entrepreneurs. Established in 1976, the initiative supports pioneers in various fields from science and exploration to conservation and cultural preservation.
The winners are selected by a jury of renowned experts (the jury changes each time) and are judged on the originality and impact of their projects, as well as on their ‘spirit of enterprise.’ The biannual program awards five laureates for their work on ongoing or new projects that focus on cultural heritage, science and health, among other topics.
Rolex Awards for Enterprise, which falls under the foundation’s larger Perpetual Planet program, recently announced its five laureates for 2023. Among the causes these individuals represent are efforts to protect the ecosystem in the Andes; implementing solar-powered condensation technology for clean water to communities in Kenya; reducing poverty and protecting the fauna in Côte d’Ivoire; and expanding farm-to-closet clothing supply chains in Indonesia for sustainability. For instance, Chinese aerospace scientist Liu Shaochuang was named a laureate for his work studying the habitats of wild camels in the Gobi Desert to try and save the world’s last wild herds.
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According to the Rolex Awards for Enterprise initiative, many of the results of its awards, as they pertain to the environment, are traceable — with successes such as the development of 49 inventive technologies, the protection of 52 endangered species and 32 ecosystems, the planting of 28 million trees, and much more.
While the end results of these watch brand investments in individuals generally relate to improving life and the Earth, the key is that they start with a person. The initial outreach to fund entrepreneurs who address pressing global challenges on a smaller grassroots scale has immense ripple effects that can bring lasting, positive impact on communities around the world. Maybe the new direction from watch brands is not just to measure moments, but to inspire new movements in society.
The human touch
Amid the continually growing emphasis on environmental consciousness and sustainability, sometimes it’s easy to forget that people in our communities need help, too. Recognizing this, socially responsible watch brands are stepping up by initiating programs to aid those less fortunate. From supporting children’s causes to assisting disabled veterans and beyond, these initiatives span a wide spectrum of humanitarian efforts. Here, we highlight just a few of the impactful collaborations forged by brands, all aimed at making a positive difference in the lives of others.
Zenith / Susan G Komen
Zenith has made a commitment several years in a row during October Breast Cancer Awareness month to support the Susan G Komen global breast cancer organization. Via the partnership, which aligns with Zenith’s Horiz-On initiative for women’s empowerment, the brand donates 20% of the proceeds from a certain timepiece directly to Susan G Komen. This past year, the watch was a limited-edition Chronomaster Sport Pink, of which just 500 pieces are available. The stainless steel chronograph watch, that times to 1/10th of a second, features a radiant sunburst metallic dial.
$11,800, zenith-watches.com
Breitling / Boomer Esiason Foundation
Thanks to its 30-year relationship with esteemed football player Norman Julius “Boomer” Esiason, Breitling makes a commitment to the Boomer Esiason Foundation (BEF), whose mission is to spearhead impactful changes for people with cystic fibrosis, to fund research, develop medical infrastructures and more. Esiason, an NFL MVP winner who led the Cincinnati Bengals to Super Bowl victory in 1988, co-founded the BEF with his wife in 1993 after their son was diagnosed with cystic fibrosis. Recently, working with Esiason, Breitling unveiled the 58-piece limited-edition Chronomat B01 42 Super Bowl LVIII Edition watch with the Super Bowl LVIII logo and number of the piece on the caseback. The first of the 58 watches recently went up for auction, with 100% of the proceeds going to BEF. Additionally, the strap version went up for the NFL auction in February, with proceeds going to BEF. For the remaining watches sold, 10% of the proceeds will also be donated to BEF.
The watch on a strap sells for $23,500, and a 5N rose gold bracelet retails for $42,500. breitling.com
Oris / Chasing the Dream
Paying tribute to legendary baseball player, hall-of-famer and humanitarian Hank Aaron, who worked tirelessly to rise above racism, Oris developed a limited-edition Big Crown watch in stainless steel with a white dial and blue and red accents recalling the Atlanta Braves, the primary team Aaron played for. The automatic watch is offered with a blue leather and NATO fabric strap, created in a limited edition of just 2,297 pieces. It retails for $2,600, with a portion of the proceeds supporting the Chasing the Dream Foundation, founded by Hank Aaron and his wife Billye in 1994. The foundation provides scholarships to underprivileged youths, surpassing its initial goal of 755 scholarships, one for each of Aaron’s career home runs. Aaron’s image is engraved on the caseback.
$2,600, oris.ch
Omega / Orbis International
For more than a decade, Omega has been a dedicated partner of Orbis International, an esteemed nonprofit dedicated to combating avoidable blindness and vision loss worldwide. Orbis’s impactful initiatives include training local eye care teams and operating the innovative Flying Eye Hospital, a fully accredited ophthalmic hospital aboard an MD-10 aircraft. Omega’s steadfast support extends beyond financial contributions, encompassing the provision of teddy bears to young patients and raising awareness through various channels and via its brand ambassadors. Recently, Omega collaborated with Sotheby’s to auction 11 MoonSwatch Moonshine Gold suitcases, with 100% of the proceeds going to Orbis. They raised an impressive 534,670 CHF (approx. $590,100) in support of Orbis’s vital work. This substantial donation will aid Orbis in providing eye care to millions globally, particularly benefiting children, ensuring they can experience the world’s wonders with clear vision.
Ulysse Nardin / One More Wave
Ulysse Nardin’s collaboration with One More Wave exemplifies a commitment to supporting US veterans through tangible means. Partnering with the nonprofit, which was founded by former US Navy SEAL Alex West in 2015, Ulysse Nardin contributes to the mission of providing wounded and disabled veterans with customized surfing equipment and a supportive community. By equipping veterans and connecting them to a global network of surfing volunteers, the organization helps to empower veterans through surf therapy. Together with One More Wave, Ulysse Nardin has created the Diver Chronometer One More Wave watch to raise awareness. Powered by a self-winding manufacture movement, the sandblasted and satin-finished DLC titanium watch retails for $11,600, with a portion of the proceeds going to the foundation.
$11,600, ulysse-nardin.com
