Elle Macpherson helps unveil Aspen One watch

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Elle Macpherson helps unveil Aspen One watch

February 27, 2009

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Elle Macpherson joins Aspen Jewelry and Watches CEO Rene van Ass at the launch of the Aspen Jewelry and Watches collection.

Aspen, Colo.--Model and entrepreneur Elle Macpherson helped Swiss-based company Aspen Jewelry and Watches celebrate the worldwide launch of its new luxury timepiece, Aspen One, in the world-renowned ski town for which it was named.

The company was granted worldwide license to use the name "Aspen" for the collections it introduced over a three-day worldwide launch that wrapped up on Feb. 19, and focused on the unveiling of its Swiss-made timepiece Aspen One. With a suggested retail price that starts at $38,900, the watch was designed as a tribute to Aspen's rich design heritage and to its crown jewel, Aspen Mountain, in Aspen, Colo.

It was featured during an event at Aspen Mountain Club, a ski club for A-listers, where Macpherson was presented with the diamond version of Aspen One, which retails for $49,900. With a multitude of press on hand, Macpherson presented the watch as a donation to two area nonprofit organizations: Challenge Aspen and Aspen Valley Ski and Snowboard Club (AVSC).

"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," Challenge Aspen Chief Executive Officer Houston Cowan said in a press release issued on Thursday.

AVSC Executive Director Mark Cole similarly thanked Macpherson and the watch company.

"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," AVSC Executive Director Mark Cole said. "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 Aspen One timepiece was first presented at a media-only unveiling of not only Aspen One, but of the brand's new Web site, www.aspenjewelryandwatches.com, at Meridian Jewelers, the first of 50 exclusive retailers worldwide who will carry the watch.

The watches are offered in four-color combinations of 18-karat white or rose gold and include unique features that pay tribute to Aspen, such as a specially-designed compass that can give the wearer their specific location once they are atop Aspen Mountain, and a special feature that lets wearers know when it is 4:00 p.m., and therefore time to change the watch from its ski-strap to its "apres-ski strap," a feat that can be accomplished in seconds using a patent-pending technique similar to removing a ski from a boot.

The number four on the dial is orange, which indicates prosperity in the tradition of the Ute Indians, and would be later known to represent mountain safety. It is also the time that Aspen Mountain closes its lifts, marking the time for apres ski.

"Aspen is internationally known for its natural beauty, perfect slopes, and the glamorous appeal of its famous visitors," Aspen Jewelry and Watches founder and CEO Rene van Ass said in the release. "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."

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