From international teen idol in Titanic, to powerful leading man in the films of Martin Scorsese and Christopher Nolan, Leonardo DiCaprio has climbed to the summit of his profession. Three-time Oscar nominee, multiple winner of Golden Globes and critics awards - DiCaprio could ease up and enjoy his Hollywood status. But Leonardo DiCaprio, a passionate environmentalist, uses his considerable star power for something more.
As part of their shared commitment to the environment, DiCaprio and TAG Heuer have worked together to design special TAG Heuer automatic watches. The TAG Heuer Aquaracer 500M Leonardo DiCaprio Limited Editions will generate royalties for the Natural Resources Defense Council (NRDC) and Green Cross International. These are both respected global environmental organisations.
TAG Heuer had already been working towards sustainability for years, but DiCaprio’s involvement inspired even more improvements. The hiring of a Green specialist to set up new sustainability policies, for example. Or redesigning manufacuring processes to have a lower impact:
- reusing heat generated by machines to heat the workshops
- recycling Monaco V4 drive belt scraps
- vegetal roofs with insulating and water filtering properties
- a new laser engraving system which saves 900 litres of water an hour
During the first 5 months of 2009, the Cortech factory cut its steel scraps by two thirds over the previous year. The factory also reduced water consumption by 70% and fuel consumption by 11%, while increasing productivity. TAG Heuer’s 22 subsidiaries wordwide have also implemented DiCaprio-inspired measures, like paperless offices in the Caribbean and Latin America, and an online catalogue to reduce printing.
TAG Heuer watches are perfect sustainable products. Their automatic movements are cleanly powered by the wearer’s gestures, they are locally produced and their high quality means they can be passed down to each generation, increasing in value with every year. This is why TAG Heuer encourages owners to use their global network of customer service centres - to keep their TAG Heuer timepieces in perfect condition.