This has been a year of, as a mentor expressed, unsurprising surprises. A well-recognised and influential environmentalist, he told me that he found it amusing how a large portion of the general public refuses to acknowledge our evolving environment. Instead, we obsess over the nitty-gritty details as if that will be sufficient. Noticeably, the Grand Prix d’Horlogerie de Genève chose to include an Eco-Innovation Prize, which went to Chopard. The luxury brand is one of the few mainstream luxury businesses that is wholly responsible, extending beyond even precious materials to recycled steel.
Chopard’s efforts are thoroughly commendable, but its peers are noticeably silent on the issue of sustainable luxury, which, until it becomes a standard, will demand a premium from customers willing to support such efforts. (Chopard has chosen to…