The future
Open Gallery
Leonardo DiCaprio and TAG Heuer joined forces to support NRDC and Green Cross International © TAG Heuer
Open Gallery
Funded by the Audemars Piguet Foundation, the Selma Viva is dedicated to serving the Indian populations living along the river and who are the best guardians of the Amazonian forest © Fondation Audemars Piguet
Open Gallery
Jaeger-LeCoultre is partnering UNESCO in the Tides of Time project, which is featuring Venice this year on its list of unique sites deserving protection © Junaid Sorosh-Wali/UNESCO
The current economic crisis clearly implies spending cuts in non-essential or secondary sectors. Regrettably, the environment is often considered as such. However, not every Fine Watch brand is feeling the effects of recession to the same degree. In this context, a company could be well-advised to manage its environmental impact, given the repercussions this can have on its image. Unauthorised constructions, accidental pollution due to non-respect of safety regulations or the increased number of commuters in the Arc Jurassien regions are all detrimental to a company’s reputation. Note too that proper environmental management also saves money through optimised use of resources and routine recycling.
Of course, buyers’ opinions must be taken into account. While ecology is now fashionable, it has yet to become a decisive selling point for luxury goods. However, attitudes are changing and one cannot dismiss the possibility that environmental issues could become a decisive factor for successful sales.
Happily, the environment is beginning to find its way into corporate strategies. Richemont wants to introduce an environmental management system while Tag Heuer and Audemars Piguet have appointed an environmental and social officer. This positive movement has every chance of inspiring other companies to follow suit.
*This article is based on La Gestion Environnementale d’Entreprise: état des lieux et perspectives de l’horlogerie de luxe en Suisse, 134 pages, 2009, Master’s thesis by Sven Aubert under the supervision of Professor Suren Erkman and in collaboration with Théodore Besson at the University of Lausanne.
