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June 22, 2020
Breitling's SDG Focus: Protecting Ocean Health, Enriching Lives | BREITLING
BREITLING
Breitling's SDG Focus: Protecting Ocean Health, Enriching Lives | BREITLING
Launched in earnest in 2018, what are Breitling's SDGs? (1)
Text by KOIZUMI Yoko | Edit by TSUCHIDA Takashi
Partnering with Ocean Conservancy, an organization tackling global environmental issues
Following the adoption of the SDGs, Breitling began partnerships with organizations dedicated to ocean conservation and humanitarian aid. These include the "Ocean Conservancy" and "Qhubeka."
The Ocean Conservancy (OC) is a conservation organization (NGO) founded in 1972 with the aim of environmental education regarding marine life. Its largest-scale initiative is the International Coastal Cleanup (ICC) campaign.
Ocean debris constantly originates on coastlines worldwide, eventually reaching other shores carried by winds and currents. While cleanup activities are conducted globally to collect this waste, simply cleaning coastlines does not provide a fundamental solution to the problem of continuously moving debris.
Therefore, the ICC conducts cleanup activities worldwide during the same period (September-October) in collaboration with organizing bodies in various countries and regions. A key feature of this initiative is the thorough classification and analysis of collected debris, revealing the characteristics of waste specific to each area. The timing is also standardized to minimize variations due to climate differences in the data.
Data gathered from organizing bodies worldwide is published globally as reports by the OC and utilized as resources for addressing waste issues. The OC also manages a diverse range of programs, including the protection of endangered species, prevention of overfishing, and research into the relationship between oceans and climate.
The partnership with the OC was established in 2018. Through this collaboration, Breitling has planned and executed coastal cleanup activities and pledged to participate in the ICC, which is operated by countries and regions worldwide.
On May 10, 2019, the first cleanup event organized by Breitling and the OC took place at Mulitasari Beach in East Bali. Three surfers from Breitling's Surfers Squad participated in their first mission.
Kelly Slater,
Stephanie Gilmore,
Sally Fitzgibbonsand
The term "squad" here means a "small group" or "team." Breitling forms teams of pioneers from fields such as aviation, the ocean, film, and triathlon to undertake missions that embody the Breitling spirit. The aim of the squad members working towards a common goal is to deepen the bonds among themselves and with those they connect with.
Adoption of "ECONYL® YARN," recycled from fishing nets, is a testament to SDG efforts
Kelly Slater, a member of the Surfers Squad, is an 11-time world champion and a dedicated advocate for ocean conservation. He is also a co-founder of "Outerknown," a fashion brand focused on sustainable apparel.
The brand utilizes environmentally friendly materials, including "ECONYL® YARN," a type of nylon. Developed by Italy's Aquafil, it is made by recycling discarded fishing nets.
Conventional recycled nylon is melted down and then formed into yarn. This process results in inferior color vibrancy and strength compared to virgin nylon. However, ECONYL® YARN involves breaking down collected discarded fishing nets to an oil-like state before reprocessing them into new products. This method preserves the color vibrancy and strength of virgin nylon, offers a smooth texture, and allows for versatile shaping.
These characteristics have attracted the attention of top brands in the fashion and sports industries, which are highly conscious of environmental issues. Prada and Burberry already use ECONYL®. Outerknown was the first apparel brand to adopt ECONYL® YARN. Slater himself visited the Portuguese factory, was convinced of its quality, and decided to implement it.
Through Slater, Breitling also forged a partnership with Outerknown and became the first watch industry brand to produce straps using the sustainable ECONYL® YARN material. The first model released was the "Superocean Heritage Chronograph 44 Outerknown," followed about six months later by the "Superocean Heritage Chronograph 44 Ocean Conservancy Limited Edition."
Furthermore, straps made from ECONYL® YARN material were launched as a standalone product: the "Outerknown ECONYL® YARN NATO Strap." The strap's primary appeal lies in its vibrant colors, featuring striking stripe patterns. Its smooth texture, firm yet flexible fabric, and secure fit on the wrist attest to its superior quality. Currently available in four strap widths and six colors, it can be purchased on the Breitling online boutique. Sales are also planned for Breitling Boutiques in Tokyo and Osaka.*Colors may not be available in Japan depending on the size.
BREITLING
Breitling's SDG Focus: Protecting Ocean Health, Enriching Lives | BREITLING
Breitling Japan's Participation in ICC Begins
In September 2019, Breitling Japan hosted its first beach cleanup event, marking the beginning of its participation in the ICC.
The first event was held on September 28 at "Okinoshima" in Tateyama City, Chiba Prefecture, and the second on October 26 at "Anegasaki" in Itoshima City, Fukuoka Prefecture. These coastal cleanup activities were conducted with the cooperation of JEAN, a general incorporated association and the national coordinator for the ICC.
At Okinoshima, 6 bags (536 items) of trash were collected, and at Anegasaki, 45 bags (1620 items) were collected. Both locations had been affected by Typhoon No. 15 (at Okinoshima) and Typhoon No. 20 (at Anegasaki), resulting in a significant amount of driftwood washed ashore.
As mentioned earlier, a key feature of the ICC is the sorting and analysis of collected debris. The trash is categorized into 45 items and counted by the individuals who collected it. This project is unique in that it encourages participants to re-examine the trash, become curious about its origins, and consider questions like "Why is this trash on this particular coast?" and "What types of trash are most common?" The aim is to achieve an educational effect that goes beyond simple trash collection.
A total of 132 participants, including Breitling users and their families, took part. Children also joined in collecting, sorting, and counting the trash. In the future, Breitling branches worldwide will actively encourage child participation in ICC events. This initiative aims to serve as an educational program, providing an opportunity for children to learn and consider what they can do to prevent coastal and marine pollution.
Delivering bicycles to children in South Africa to improve their quality of life
In areas with limited transportation, having a means of travel other than walking can significantly alter one's life. For instance, a single bicycle can be used for commuting to work or school, traveling to the hospital, or transporting relief supplies during emergencies, thereby greatly expanding an individual's world.
Qhubeka, a charity founded in South Africa, provides bicycles to communities with underdeveloped transportation. Qhubeka means "to move forward" or "progress" in a South African language. Founded in 2005 by Anthony Fitzhenry, its mission is to "change lives in South Africa with one million bicycles." To date, they have donated approximately 100,000 bicycles.
With a bicycle, access to education and healthcare improves, and it can also be used to transport aid supplies during disasters. Bicycles have the power to change lives. Importantly, even small children can ride them. Bicycles can comprehensively support learning, cultural activities, and sports.
In 2018, Breitling began supporting "Qhubeka." As part of this initiative, a charity race involving the Triathlon Squad was held at the "Coronation Double Century," an endurance cycle road race in Swellendam, Western Cape, South Africa, to raise funds for bicycle donations.
The Triathlon Squad consists of three top athletes: Jan Frodeno, Chris "Macca" McCormack, and Daniela Ryf, who have won numerous medals in world championships and the Olympics. In both 2018 and 2019, the "Coronation Double Century," in which the Triathlon Squad participated, was officially timed by Breitling. In addition to energizing the event, 100 bicycles were donated to Qhubeka.
These bicycles were presented to 100 students attending Usasazo Secondary School in Khayelitsha, Cape Town. The students committed to "study diligently and attend school regularly" by signing a 12-month contract, embarking on a new phase of their lives.
"In South Africa, some children walk two hours to school, missing educational opportunities. Witnessing firsthand the profound changes a single bicycle can bring to such lives—not only supporting their studies but also aiding in various aspects of daily life, like taking family members to the hospital—has been incredibly impactful. Knowing this reality has energized all our members," said CEO Kern.
Regarding Breitling's future SDG initiatives, CEO Kern has outlined the following goals:
"Consumer awareness is changing. When making purchases, people are deeply considering and evaluating whether companies and products are truly committed to sustainability and taking meaningful action. This awareness is particularly pronounced among younger generations regarding SDGs. From this perspective, I believe Breitling's stance will be well-received by many consumers, even after the COVID-19 crisis.
We are currently working with recycled nylon, ECONYL® YARN, and plan to take a further step towards carbon neutrality. Initially, we will focus on understanding our carbon footprint and actively utilizing green energy, aiming to establish Breitling as a brand that fulfills its social responsibilities with purpose."
