Elite Traveler Summer 2021

etr li at ve eler SUMMER 2021 92

EQUALITY AND SUSTAINABILITY While growth in the women’s watch segment over the past two decades has been immense, there is still more work to be done. The future lies in the abilities of the brands to deliver what today’s customers want — not only in products, but also with a clean, traceable line of resources that also help empower women. One of the issues facing the watch world today comes in the form of labeling watches. Assigning gender to a timepiece is becoming increasingly old and outdated. This is especially true for the entire LGBTQIA community that doesn’t want to be categorized or labeled. Now, brands have to transition away from the use of terms like ‘men’s’ and ‘women’s’ and promote watches as gender-neutral or unisex. Another important issue is complying with ethical

sourcing for gold, diamonds and gemstones. Many brands have already begun adopting the Responsible Jewellery Council’s (RJC) policies and the Kimberley Process — certifying that the stones are ethically sourced. But some brands are going above and beyond certifying the diamonds and are looking to have a transparent trail of the gold and other metals used in watches. Brands are also looking to improve their carbon footprint, and many are working on recyclable packaging and displays. INCLUSIVITY AND EQUALITY Some companies are promoting gender equality and empowerment for women by highlighting well-known women who work to support inclusivity and women’s rights. Last year, Breitling, which has a ‘squad’ concept for its marketing efforts, introduced its Spotlight Squad. It

consists of three women chosen for being at the top of their fields and for using their status to back important causes. Actress Charlize Theron, a UN Messenger of Peace, is all about promoting women’s rights and LGBTQIA rights. The Charlize Theron Africa Outreach Project supports African youths in the fight against HIV/AIDS, and her newly formed Together for Her raises awareness of domestic violence during Covid-19. Also on the Spotlight Squad is American ballerina Misty Copeland, who fights for inclusion, equality and diversity, and Chinese actress Yao Chen, who works to help raise awareness of the plights of women and children globally. On a similar mission, Zenith unveiled its Dreamhers campaign in 2020 that honors women from around the world for accomplishing their goals and for trying to be role models. The campaign features different women from all

Breitling recently created the Spotlight Squad of three women of substance who are in the spotlight on a regular basis and who work toward women’s empowerment, inclusivity and women’s rights. On the squad: South African-American actress Charlize Theron, American ballerina Misty Copeland, Chinese actress Yao Chen. breitling.com