The Palme d’Or is the ultimate symbol of the Cannes Film Festival, yearly awarded to the best film in the official selection. On the occasion of the 67th edition of the festival, the legendary trophy annually crafted in the Chopard workshops since 1998 takes on a newfound glow by appearing for the very first time in ‘Fairmined’ certified gold. This innovation is part of the approach initiated by Chopard at the 66th Cannes Festival and aimed at promoting sustainable development within the luxury industry.
“The Journey to Sustainable Luxury”
For several years now, Chopard has been demonstrating its commitment to social responsibility, indeed placing it at the very core of its fundamental values. A certified member of the Responsible Jewellery Council (RJC), a leading environmental, social and ethical standard setting organisation, Chopard has created together with Livia Firth, founder and creative director of Eco-Age, a programme named The Journey to Sustainable Luxury. First launched in May 2013 at the 66th Cannes Festival, this major project is expressed through concrete actions taken by the Swiss watchmaker-jeweller such as committing to source materials from suppliers openly displaying responsible social and environmental practices.
These practices have given rise to new Haute Joaillerie creations grouped within the Green Carpet Collection. At the latest Golden Globes ceremony, Cate Blanchett, who won the Best Actress Award, wore diamond earrings from this collection. Other emblematic creations are gradually emerging, such as the L.U.C Tourbillon QF Fairmined watch, the first watch in the world made of ‘Fairmined’ gold recently unveiled at the Baselworld watch and jewellery show.
‘Fairmined’ gold
“Fairmined” gold is ethical gold extracted by artisanal and small-scale miners certified under the “Fairmined” standard created by the Alliance for Responsible Mining (ARM). This label guarantees strict respect for the rules of economic, social and environmental development in the mining process.
