Cultural citizenship

We believe in the importance of creating a culturally literate society, one that values art and items of quality. In support of this aim, many of our Maisons have developed innovative programmes which support art and culture all over the world.

Case Study: Vacheron Constantin Arabic Poetry Contest

In its constant search to identify and promote creative talent, Vacheron Constantin created the first Vacheron Constantin Arabic Poetry Contest to encourage young poets in the Middle East. To honour the winners, an awards ceremony was held in Dubaï in November 2007 which opened with a stunning show introducing Arabic poetry that merged live music and poetry with reflective theatre effects. Vacheron Constantin has also established thehourlounge.com a web forum for enthusiasts to discuss watches and watchmaking events.

Case Study: Montblanc de la Culture Arts Patronage Award

In 1992, Montblanc established a foundation to support and honour patrons of the arts who have given their time, energy and financial resources in order to encourage cultural life to flourish and to support artists and their projects. An independent jury selects the winners whose personal commitment and contribution deserve wider recognition. In recent years, this panel has included internationally acclaimed artists such as Catherine Deneuve, Placido Domingo, Bernardo Bertolucci, Jessye Norman and Fernando Botero.

A special Montblanc fountain pen from the annual "Limited Edition Patron of Art" is awarded to the art patrons picked by the jury and presented during a prize-giving ceremony. The Montblanc de la Culture Arts Patronage Award is awarded in Germany, Great Britain, France, Italy, Spain, the USA, Hong Kong, China, Japan and one country from the ASEAN States. In 2007 the world-renowned young Chinese pianist, Lang Lang, was elected as the new Chairman of the Montblanc de la Culture foundation.

Case Study: Independent Spirit Awards

Piaget is a premier sponsor of the Independent Spirit Awards in Los Angeles, rewarding the best in cinema produced by independent artists. This year they also sponsored a specific Piaget Producers award, benefiting a young producer.
Film Independent is an open enrollment and non-profit membership organization that champions independent film and supports a community of artists who embody diversity, innovation, and uniqueness of vision. Film Independent helps filmmakers make their movies, builds the audience for their projects, and works to diversify the film industry. Juno, The Savages, and The Diving Bell and the Butterfly shared top category honors at the 2008 Awards.

Case Study: Fondation Cartier pour l’art contemporain

Fondation Cartier pour l’art contemporain was founded in Paris in 1984, its mission being to provide a platform to showcase the work of contemporary artists. The Fondation is an active patron, and has built an eclectic collection of over 1,000 pieces representing the best of art from across the globe. Of particular focus for the Fondation is the work of young artists at the start of their careers.

The Fondation also hosts five exhibitions which tour the world, weekly events and ‘Nomadic Nights’ – a showcase specifically for other art forms. These events are held in the Fondation’s specially commissioned home in the Boulevard Raspail in the heart of Paris.

More examples of activity

Here is a further snapshot of activity around our operations:

Cartier’s high profile within the world of contemporary art was underlined by the Fondation Cartier’s ‘Rock N’ Roll’ exhibition, held to great acclaim in Paris, and by the Fondation’s presence at the premier international art shows, Art Basel and Art Basel Miami.
Linked with the launch of a new product, Vacheron Constantin as patron of the French National Opera, hosted a gala evening. This was also the occasion for the official presentation by the Maison of a monumental clock in the atrium of the Opéra Bastille.
In 2007, IWC launched the book ‘Let the Children Play’, conceived by IWC and produced in collaboration with the Laureus Sport for Good Foundation. The book features 10 reportages of projects supported by the Foundation with the objective of raising awareness of the Foundation’s mission: using sport to achieve social change in deprived communities. IWC also announced a new partnership with British adventurer and environmentalist, David de Rothschild, who undertakes expeditions to some of the world’s most environmentally challenged areas in order to win the attention for these endangered areas and problematic issues.

In addition to its support for the promotion and preservation of the Dresden State Art Collections,
A. Lange & Söhne provided sponsorship for the international singing contest of Italian opera, the ‘Competizione dell’Opera’. The Maison is also the exclusive sponsor of the Salzburg Whitsun Festival, directed by Italian conductor, Riccardo Muti.

Chloé participated in numerous fundraising events and charitable causes related to the fashion industry. Examples include an auction sale in partnership with a breast cancer association Institut de Cancérologie Gustave Roussy and an event called “Seventh on Sale” in partnership with fashion magazine Vogue US to raise funds for an AIDS charity.