Today’s watch brands understand the necessity for getting involved in trying to save our planet. Many brands are working in partnership with eco-friendly organizations that are trying to save our water, our oceans, our forests and wildlife. One brand that took a step in a slightly different direction — focusing on a USA partnership — is Alpina, The Swiss brand founded in 1883, recently joined forces with the National Park Foundation to support America’s national parks. The three-year partnership is designed to demonstrate Alpina Watches’ commitment to outdoor adventure and to inspire a new generation of ‘Alpinist’ adventurers. In this partnership, Alpina will support the National Park Foundation’s efforts to protect and beautify America’s rivers, parks and trails. The National Park Foundation is the official nonprofit partner of the National Park Service.
Alpina creates durable watches designed for adventurers and even has a host of members a club — (the aforementioned Alpinists — who care about the environment and love outdoor adventures. “The brand’s “Alpinist” philosophy is shaped exclusively by the attitude required to perform in the reality of those most difficult natural environments, taking into consideration four key ideologies: be perseverant, think independently, trust your instincts and don’t forget your roots.” According to Lindsay Mellor, US Marketing Director for Alpina, “Through our partnership with the National Park Foundation, we hope to engage with those who have a shared passion for adventure and the outdoors and encourage them to explore all three areas of air, land and sea.”
One of the key goals of this partnership is also to build awareness of America’s parks and to encourage people to get outside, explore nature and ultimately inspire the next generation of “Alpinists” and national park enthusiasts. It is a slightly different take on saving the world. This venture focuses on enjoying our environment, and, by extension, helping to protect it.