A Swiss watch brand is launching a collection of watches committed to promoting equity and diversity. By collaborating with activist artists, she hopes to use watchmaking as a vehicle for social change. Let’s find out how these timepieces could help make the world a better place, one watch at a time.
When watchmaking meets activism
CODE41 unveils its new UNIFY collection, designed to celebrate the ideals of tolerance, equity and diversity. This collection consists of:
– Three permanent models available in automatic or quartz versions– Limited editions created in collaboration with committed artists, launched four times a year
For each limited edition, a portion of the sales will be donated to a humanitarian project chosen by the partner artist.
A first collaboration under the sign of commitment
To launch the UNIFY collection, CODE41 partnered with Sharoz Makarechi, an Iranian-born artist and activist. Her personal journey and commitment to human rights make her an ideal partner to embody the values of the collection:
Strong symbols for a universal message
The watches in the UNIFY collection feature powerful graphic elements:
These visual elements are designed to inspire and recall the values of equity and inclusion carried by the collection.
An accessible and committed watch
The UNIFY collection is distinguished by:
An approach in line with the brand’s values
The UNIFY project is part of the global philosophy of CODE41:
A symbolic launch
Pre-orders for the UNIFY collection will begin on June 19, Juneteenth in the United States. This day commemorates the end of slavery and particularly resonates with the values of unity and equality held by the collection.
Prices vary between €790 for the quartz version and €1515 for the limited edition in collaboration with Sharoz Makarechi.
By launching the UNIFY collection, CODE41 aims to show that watchmaking creativity can help change the world. This initiative reminds us that watches can be much more than just luxury objects: they can become vectors of positive messages and social change.
It remains to be seen whether this committed approach will find its audience and whether other watch brands will follow suit to use their influence to serve noble causes.
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