Corporate social responsibility is the term for the process that leads to a business becoming more aware of the impact they have on the environment and the rest of society. The concept is devoted to sustainable development, and delivers benefit to all stakeholders involved in the enterprise. Previously on our blog, we have already observed how Chopard has utilised ‘fairmined’ gold in luxury jewellery to this end, and this luxury brand name has continued to progress with this initiative over the last few months. The 2014 Golden Globe awards were notable due to the presence of a pair of ‘Green Carpet’ earrings that were worn by Cate Blanchett, so Chopard has already proved this idea to be far more than a fleeting enterprise.
Previously derided in some circles as a relatively futile endeavour, corporate social responsibility is now being taken incredibly seriously by a comprehensive range of prestige brands. In the last few months, Rolex has recruited the assistance of the artist Olafur Eliasson and the novelist Michael Ondaatje in order to raise environmental awareness for the Mentor and Protégé Arts Initiative. Rolex has a history of engaging in various charitable activities, and this globally respected brand has always prioritised ‘giving something back’ through their business. Whether this takes the form of the complementary timepieces that were awarded to Allied Officer Prisoners of War in the Second World War, or more recent projects relating to the environment, Rolex has always excelled as a positive trend setter.
The humanitarian aid organisation Médecins Sans Frontières has also trialled several partnerships with luxury watch brands, and this celebrated enterprise has allowed numerous people to be reached who may have otherwise been outside their ordinary circles of influence. The benefit is also mutual, as the CEO of Omega, Stephen Urquhart, has stated his belief that such charitable projects often reflect the prevailing mood of the consumer audience. Omega has recently been working in accordance with the GoodPlanet Foundation to fund twin marine environmental projects in Indonesia, and they are not the only horological brand name to augment their brand name in this manner.
British luxury watch manufacturer Bremont has been especially acclaimed of late, and therefore it comes as no surprise to see them elevating their name through an association with the heroes who broke the Enigma code during the Second World War. The site that played host to this feat was the Bletchley Park Trust, and Bremont paid a substantial figure to this struggling foundation in return for their cooperation in the creation of the Bremont Codebreaker watch (pictured with Bletchley Park in the banner of this article). Both parties have already reaped the rewards; Bletchley Park has garnered some much needed support, and Bremont have acquired a remarkable story for their new timepiece.
Increasingly then, luxury Swiss watches are aligning themselves with a comprehensive variety of corporate social responsibilities. The marketing for such timepieces is always impressive, yet such charitable considerations hold twofold benefits for both watch manufacturer and charitable association alike. At Banks Lyon, we applaud the sentiment that these brand names are taking with regards to corporate social responsibilities, for it mirrors our own long standing ethos. Should you be interested in learning more about any of the Rolex watches, Omega watches or Bremont watches from the brand names mentioned in this article, please do not hesitate to call us on 01524 38 48 58 today.
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