Complex Made Simple

Roger Dubuis teams up with Emirates Airline Foundation

Swiss watchmaker Roger Dubuis and the Emirates Airline Foundation come together for a charity initiative to support children’s wellbeing.

The ‘Time for Change’ initiative will raise funds for the Emirates Airline Foundation through a silent auction of a unique piece: the Excalibur Skeleton Double Flying Tourbillon. The timepiece, designed exclusively for the partnership.

All the proceeds of the auction will go towards the Emirates Airline Foundation, supporting projects dedicated to bettering the lives of children in need all over the world.

“We are extremely proud to join hands with Emirates to make a difference in the lives of children and enable them to live brighter, happier lives,” said Jean-Marc Pontroué, CEO of Roger Dubuis. “The Excalibur Skeleton Double Flying Tourbillon is among our finest creations and we hope to be able to raise the maximum amount for the Foundation.”

The ‘Time for Change’ auction will run from August 15, 2014, to March 15, 2015. Passengers on all Emirates flights can bid for a chance to own this timepiece by filling in a bid form in-flight.

The winning bidder will be invited for a VIP visit to the Roger Dubuis Manufacture in Geneva, Switzerland for an up-close look at the savoir-faire of the brand. The winner will also meet the master watchmaker who crafted the timepiece.

Those interested can view and submit their bids for the Excalibur Skeleton Double Flying Tourbillon at the Roger Dubuis Boutique at The Boulevard, Emirates Towers in Dubai from August 15, 2014, to February 15, 2015.

“This collaboration with Roger Dubuis will go a long way in our efforts to positively impact the lives of children,” said Terry Daly, board member of the Emirates Airline Foundation, and Emirates’ divisional senior vice president of service delivery.

Roger Dubuis is not the first brand to invest in corporate social responsibility; last year Nomos Glashütte created a limited-edition chronograph to support Médecins Sans Frontières (MSF) with the objective of raising one million dollars.

“Partnerships with luxury brands are quite new for MSF,” says Antoine Bogaerts of MSF’s fundraising team. “It helps us reach people who we might not have had the opportunity to address before.”

Luxury brands play an important role when it comes to corporate social responsibility, they have the means to affect change and help people. Associating with NGOs is a good way to improve a brand’s image and it helps the NGOs collect more money for their endeavours.