Aspen Jewelry and Watches

Elle Macpherson Donates the First Timepiece in the Aspen Jewelry and Watches Collection to Challenge Aspen

    Amsterdam (ots/PRNewswire) - February 19 marked the successful finale of the much-anticipated,  three-day worldwide launch of Aspen One, the first luxury timepiece  introduced by Swiss-based company, Aspen Jewelry and Watches. Aspen One, the limited edition Swiss-made timepiece retailing for US$38,900, is a tribute to Aspen's rich heritage in its design and to its crown jewel, Aspen Mountain. The Aspen Mountain Club was the location of the launch event, where model and entrepreneur Elle Macpherson was presented with the diamond version of Aspen One, retailing at US$49,900. With a multitude of press documenting the event, Elle presented the watch as a donation to representatives of two  area nonprofits: Challenge Aspen and Aspen Valley Ski and Snowboard Club (AVSC).

    (Logo: )

    "Challenge Aspen was honored to be a co-beneficiary with AVSC from the generous gift of the Aspen One watch given by Elle Macpherson and Rene van Ass, CEO of Aspen Jewelry and Watches," says Cowan of Challenge Aspen. "The proceeds from this watch will scholarship more than 50 families with disabilities to enjoy Challenge Aspen's winter and summer programs. Elle and Rene have truly helped us take the 'Dis out of Disability' for some very special young people." As a result of the donation, the Aspen One watch will be presented in Washington DC at the Kennedy Center for the launch of Challenge America on June 8th, 2009. Vince Gill and Amy Grant along with other entertainers are hosting the event and Honorary Chairs are Former Presidents Carter, Bush Sr., Bill Clinton, along with Colin Powell, Bob Woodruff, and former Senator Bill Frist. Challenge America is a national movement to initiate and support programs and services to meet the needs of our returning wounded warriors and their families. "Aspen One is honored to be a part of this challenge and participate in this very important cause," states Rene van Ass.

    Mark Cole states, "As a mother and skier, Elle knows how important it is for all children in the valley to have the opportunity to experience our mountains in winter. Her wonderful generosity and the amazing cooperation from Aspen Jewelry and Watches means AVSC can help the many families who need support this year. What a beautiful way for them to give back to the community which has become special to them."

    The second watch will be given to the Quality of Life Foundation, based in the Netherlands, which has already raised more than $10 million for children's cancer research. The trip ended with lunch at Sneaky's Tavern in Snowmass and dinner at the Hotel Jerome.

    Aspen One Launch

    Press from countries including France, Germany, the Netherlands, Russia, Italy and the US documented Aspen One events at a plethora of local establishments. The itinerary Press were the first to see the Aspen One timepiece at a media-only unveiling of not only Aspen One, but of the new at Meridian Jewelers, the first of fifty exclusive retailers worldwide. Press then visited the Aspen One monument, which was placed on Aspen Mountain's Black Diamond Lode, designed to display the names of each buyer, along with their number, which represents one virtual foot of Aspen Mountain's 3,276 feet.

    Aspen One-The Timepiece

    Founder and CEO Rene van Ass states, "Aspen is internationally known for its natural beauty, perfect slopes and the glamorous appeal of its famous visitors. Aspen is a brand...a very strong brand. Aspen Jewelry and Watches has been granted the worldwide license to use the Aspen name for the collections we are introducing, the first being Aspen One. By marketing this collection, we are marketing Aspen as it is...and what it was. We will emphasize Aspen's rich history and we want people all over the world to fall in love with Aspen even more."

    The precious Swiss-made timepiece, offered in four-color combinations of 18 kt white or rose gold, carries unique features that communicate elements specific to Aspen. A specially-designed compass shows you where you are once on top of Aspen Mountain, and the watch tells you when it is time to change your ski-strap to your apres-ski strap (done in a few seconds with a patent-pending technique similar to removing a ski from a boot) at four o' clock. Orange is the color of the number four on the dial, which in the tradition of the Ute Indians, indicates prosperity, and it would be later known to represent mountain safety. Four is also the time that Aspen Mountain closes its lifts, marking the time for apres ski. On the mountain and around town, Aspen One also presents gloves, specially designed to showcase the face of the watch.

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