Who has heard about the new HM2?

HM2 stands for Horological Machine n°2 and had been developed by Jean-Marc Wiederrecht for Maximilian Büsser and Friends . This masterpiece is surely one of a kind as being sold at the Only Watch Charity Auction. This yearly event took place last week in Monaco and seeks to collect funds for medical research against muscular dystrophy. And the HM2 was one of the 50 (fifty), yes fifty watches that were sold this day. The watch is amazingly gorgeous and it allowed to raise 80′000 dollars for medical research. Congratulations!

However, we are a bit doubtful about the real Return on Reputation (ROR) that such initiative generates among the various stakeholders, being clients, competitors, retailers, suppliers. We are not against such initiative, of course not, but dubious. We call it « Worthy Group Strategic Philanthropy ». We believe it’s unfortunate that no watch brand will really stand out from the other – as if they were controlling eachother ? – and we wonder if they should not start to embed seriously sustainability (or CSR) within their corporate strategy instead, to differentiate ? Sustainable Luxury goes far beyond Strategic Philanthropy. Living the philosophy of « Responsible Excellence® from Design to Waste Management » is what will differentiate watch brand in the future; or at least the one willing to be serious about sustainability.

By Christopher H. Cordey

Fabergé, the world’s most iconic jeweler, is relaunching with the unveiling of its first High Jewellery collection since 1917, in a very different way compared to traditional luxury jewellery brand as Cartier, Bvlgari or Tiffany … Distribution is through a pioneering online flagship store at www.faberge.com, supported by a single retail store in Geneva. Free of any commitment to third party retailers, Fabergé will interact directly with its clientele through its unique online store, which comprises a cost effective and secure platform for global distribution. Great customer relationship in perspective.  Is Fabergé pioneering the « new sustainable way », in sustainable luxury, to please the new ethical HNW luxury consumers ? by Christopher H. Cordey

Even the world’s mega-rich are feeling the effects of the worst recession in seven decades. Luxury isn’t what it used to be. Conspicuous consumption is frowned upon and greed has been replaced by a new frugality, according to research. Pedraza predicts there will be a temperate, moderate approach to luxury in the next decade. »I think it will take at least 24 months to get to the level of 2007. And we will get there differently by selling more value, more classic luxury than we will with frivolous luxury. And it will be spending by fewer people » he said. Luxury brands will also have to up their game to get consumers through the door and then out with bundles of luxury buys.« Brands are starting to understand they need to deliver impeccable customer service and experience and to inspire customer loyalty. They need to do something far more special for their clients, » he added.

Reuter Life!.By Patricia Reaney .

The momentum is growing within the luxury industry. A program from the www.theLuxurychannel.tv on the Green trend among luxury brands: Greenwashing for the majority of luxury brands, a minority are really authentic, sincere and built around sustainability. Changes toward a sustainable luxury are growing. It’s time for the late comer to respond adequately, responsibly and NOW !

By Christopher H. Cordey

An article from Jeni Bauser; Ethical Corporation in New York.

As luxury fashion brands start to act on sustainability, they could do more to disclose details of what’s happening in their supply chains.

With the growing buzz about ethical sourcing and “going green”, luxury fashion brands finally seem to be catching on. Consumers are faced with a new influx of luxury brands’ sustainability initiatives. But are these efforts more a case of style over substance?

Take LVMH, the world’s largest luxury fashion company and owner of brands including Louis Vuitton, Givenchy, Fendi and Marc Jacobs. In June, it asked students at New York’s Fashion Institute of Technology to take the Bike in Style challenge to design the most stylish cycling clothing and gear. The contest aimed to support New York mayor Michael Bloomberg’s efforts to promote cycling in his city – and showcase LVMH’s commitment to the green cause.

Or take Italian fashion label Gucci’s cause-related marketing effort to raise money for children affected by HIV/Aids. Since 2005, through the Gucci Campaign to Benefit Unicef, Gucci stores in more than 20 countries have donated a percentage of their sales from designated products to support programmes for children affected by the virus in sub-Saharan Africa. Gucci is one of Unicef’s largest international corporate supporters, with its commitment reaching more than $5m.

While these efforts are noteworthy steps for the luxury sector, there is a conspicuous silence from brands when it comes to social and environmental issues in their own operations.

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