“Many families will benefit through social, environmental and training provisions provided by Fairmined, helping them to improve their working environment. If we wish to make a difference in the lives of people who make our business possible, we must pursue our Journey” Karl-Friedrich Scheufele.
“As a century old, family-run business, we are aware of our responsibilities in our journey to sustainable luxury. It is not an easy journey, but it is the right one” Caroline Scheufele.
ARM partners with Chopard, a leading sustainable watch and jewellery company from Switzerland. The partnership is multifaceted and is ARM’S flagship private sector relationship.
Chopard is supporting two organisations in Latin America working towards Fairmined certification. They also purchase Fairmined gold and raise awareness on ASM issues in gold mining industry through a multi-year programme named The Journey.
Launched at the Cannes Festival in 2013, the programme represents a partnership with Eco-Age and its creative director Livia Firth and features Green Carpet Collection pieces at different events.
Chopard manufactures beautiful watches and jewellery pieces made of Fairmined gold to be worn by Hollywood celebrities at glamorous award ceremonies and events. Cate Blanchett, for example, wore earrings made of Fairmined gold at the Golden Globes.
At the 2014 edition of BASELWORLD, Chopard unveiled the first ever high complication mechanical watch crafted in Fairmined gold – The L.U.C Tourbillon Qualité Fleurier. Last but not least, Chopard, who has the privilege to supply the Palm d’Or for the Cannes Film Festival, announced that as of 2014, this prestigious trophee will be made of Fairmined gold as well.
Chopard has been leading the way in highlighting ASM issues in the jewelry industry and ARM is proud to partner with them on their journey to sustainable luxury.
This relationship shows the potential for the private sector to work with ARM to influence and generate discussions of responsible ASM in the watch and jewellery industry. It also showcases how a responsible, luxury brand can take a holistic approach to their sourcing policies and positively impacts those throughout the supply chain.