Africa, the land of great contrasts, of unforgettable landscapes, tradition and a legendary wealth of human culture.

The AWF, which for 50 years has been active in protecting the people, wildlife and landscapes of Africa, is inaugurating its Centre in Nairobi on 11 November 2010. More than a mere building, the Centre represents a new era of sustainable conservation planning for the continent. As part of the Chairman’s Circle Level of the Foundation, Hublot has been closely associated with the Centre’s development (the brand is also represented by several clocks).

To mark this major event important for the development of the AWF, the Swiss watchmaking brand was keen to reassert its support. Firstly, by continuing to reinvest some of the revenue from the sales of the Big Bang Out of Africa, but also by continuing its promotion effort conducted with its ambassador Veronica Varekova, personally involved with the AWF, by means of a dedicated advertising campaign.

"The 21^st Century will be marked by the theme of sharing," emphasised Jean-Claude Biver, CEO of Hublot. "We must start to share the wealth, energies and ultimately, the planet that is our home. That is why I am convinced that companies and brands owe it to themselves to develop a policy of sharing. Among its numerous commitments, Hublot is proud to support the African Wildlife Foundation to defend the essential values of sharing, respect and awareness of our environment."

Hublot supports several foundations and associations working worldwide for the causes of childhood, medical research and the environment, including Smiling Children, Instituto Ayrton Senna, Make a Wish, Action Innocence, Teenage Cancer Trust, the Raissa Gorbacheva Foundation, Manchester United Foundation and Aides.