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Jules Audemars: The Children are Educating their Parents
January 3, 2011 Personalities

The children are educating their parents

Jasmine Audemars, president of the Audemars Piguet Foundation, follows its environmental and educational projects closely. A look back on 18 years of professional commitment.


Jasmine Audemars, you have been president of Audemar Piguet’s board of directors since 1992. Was it a natural consequence that you should also become President of the Foundation?

I succeeded my father, who was President of the Foundation in its early years. It was his desire. He was happy to have me follow in his footsteps. And I wanted to continue.

Dozens of projects have been started since you took office. Are some more important to you than others?

They are all important, and all are close to me. One particularly interesting project was a program to finance barrels made of Swiss oak, in cooperation with the agricultural school at Changins.

A very local project. Why?

We initiated the fabrication of wine barrels made of oak. It was an opportunity to diversify the use of Swiss oak forests. There‘s no reason why Swiss wine kegs shouldn’t be as good as their French or American counterparts. One happy by-product was a vintage white and a vintage red wine for the Foundation.

You also helped initiate the Foundation’s educational activities. Did this have special significance for you?

Yes. Eight years after I became President, we included environmental education for children in the Poundation’s programs. We have several wonderful projects that bring children and trees together. It is very worthwhile and satisfying. The children understand immediately. Today, the children are educating their parents.

You worked in the past as a journalist. Are you tempted to give greater publicity to the Foundation’s activities?

We tend to stay in the background. The Foundation is not a marketing tool, and it can’t be, because the regulations governing foundations don‘t allow this kind of activity. However, thanks to Daniel Saugy, the Foundation‘s Secretary General, we have improved communications, especially within the company.

You were editor-in-chief of the Journal de Genève for twelve years. Do you miss the world of journalism?

No. I spent 23 years in journalism. It’s a wonderful profession. But it was time to change, and I wanted to renew the ties I had always maintained with the watchmaking industry. After all, there is not that much difference between running a newspaper and managing a watch manufacture. You need talented people for both creating a newspaper and making watches.