DIALED IN Horological News
Sally Fitzgibbons
IWC PUBLISHES ENVIRONMENTAL
SUSTAINABILITY REPORT
IWC SCHAFFHAUSEN HAS PUBLISHED A sustainability
report to reinforce the brand’s commitment to the UN
Sustainable Development Goals. “By publishing our first
sustainability report in accordance with the GRI’s global
best-practice standards, we are taking a pioneering step
in the Swiss luxury watch industry by closely measuring
and actively managing our progress,” explains Christoph
Grainger-Herr, CEO of IWC Schaffhausen. “We are com-
mitted to demonstrating transparency and accountabili-
ty regarding the impact of our business on the economy,
the environment and society. Together with our stake-
holders, we want to steadily work towards achieving
our own targets and supporting the UN Sustainable
Development Goals.” The company says it plans to
continue to work with customers, colleagues, business
partners and the wider community to create long-term
social and environmental value for society while staying
growth-oriented.
Bertrand Piccard
BREITLING ENLISTS PROMOTIONAL ‘SQUADS’
AS PART OF ITS NEW MARKETING and advertising initiatives, Breitling is creating three-person
groups, or ‘squads,’ whose members are all recognized experts in their respective professions. The
concept focuses on the “bond created between people brought together by a shared endeavor and
common goal”, according to the brand, and will be seen in Breitling’s advertising campaigns.
“We are going to launch several (squads), from sports to the arts, covering different areas of
activity linked to our thematic worlds: air, sea, and land. Our squad members – world-famous or
not – will be absolute masters in their respective fields,” says Georges Kern, the CEO of Breitling.
Many squad members will also promote their favorite charitable organizations within the squad
advertisements. Thus far Breitling has named three such groups: Cinema Squad (Brad Pitt, Charlize
Theron, Adam Driver and Daniel Wu), Surfers Squad (Sally Fitzgibbons, Stephanie Gilmore and
Kelly Slater) and Explorers Squad (Bertrand Piccard, David de Rothschild and Inge Solheim).
BOOK PREVIEW: “BULOVA: A HISTORY OF FIRSTS”
A new book, “Bulova: A History of Firsts,” chronicles the American
watch company by recounting the company’s storied history that
extends from the Gilded Age to today. The large-sized, beautifully
printed book features hundreds of photographs and illustrations of
the firm’s deep involvement with American culture, which Bulova
also profoundly influenced on several fronts. Bulova’s marks can be
found on modern advertising, marketing, aviation, space exploration
and even for its early acknowledgement of women’s rights. Billed as
“less a traditional corporate history
than an exactingly curated periodi-
cal,” the 176-page book features eight
chapters comprising an essay each by
David Coggins, Matthew Hranek, and
Kate Betts; music-industry legend Nile
Rodgers, advertising journalist Stuart
Elliott, Jack Forster and Roberta Naas,
all edited by Aaron Sigmond. “Bulova:
A History of Firsts” is available for
$175 from Assouline, Bulova.com and
Amazon.com as well as at all Assouline
boutiques.
18 | INTERNATIONAL WATCH | SUMMER 2018
iWMAGAZINE .COM