Who are TAG Heuer’s Ambassadors, and why do they choose to partner with this innovative company? Why would any celebrity or sports figure choose to put their name on a product? Of course, money comes into play, but at the end of the day there must be a mutual sense of respect, going both ways. There must be some sort of shared commitment, which aligns these two forces. Well, for one of the companies prestigious Ambassadors, the story is more than skin deep. Leonardo DiCaprio is one of the TAG Heuer Ambassadors. We all know him as a famous Hollywood actor, who’s gained popularity from the second he stepped out of the screen, but what you might not realize about Mr. DiCaprio, is his deep dedication and commitment to our planet. He has literally grown up before our eyes, and now is a man of conviction, when it comes to environmental issues addressing our fragile home.
His work with TAG Heuer began in January of 2009, and has been directed at reducing the carbon footprint the company will leave behind. On their own, TAG has put into place a protocol, which is specifically designed to make them a more eco friendly force. The routine of recycling at their offices and in their factories has long been in place, and the use of green materials in the construction of their plants and in their general office use, is something they committed to, long ago. Once partnering with DiCaprio, further measures were taken, such as:
1. Employing Green consultants, to aide in developing new policies for TAG Heuer.
2. Using a recycling system for the heat the factory uses, during the winter months.
3. Installing specialized roofing materials on the factory buildings, which have water filtering capabilities.
4. Installing a closed circuit system, laser engraver that will save over 900 liters of water, every hour.
5. Implementing new recycling policies for the Monaco V4 belt materials, for use in producing new belts.
These changes, along with the one’s TAG Heuer already had in place, have made an enormous impact. In the first half of 2009, the company’s production went up, and their eco-friendly status rose. They reduced their consumption of fuel by 11%, and their water consumption by, an amazing 70%. The company’s devotion to the planet and its continued efforts should be commended. Their partnering with DiCaprio is a natural fit.