Cover Jeremy Jauncey (Photo: Panerai)

As the new global brand ambassador of Panerai, Jeremy Jauncey shares the same passion for sustainable travel practices with the watch brand

Jeremy Jauncey joins Panerai as its new global ambassador, a list that comprises such intrepid adventurers as professional explorer Mike Horn and free diving champion Guillaume Néry. As the founder of Beautiful Destinations, an award-winning strategy and creative agency for travel businesses, travel is in Jauncey's blood but he's also conscious that his need to feed his wanderlust is having a huge impact on the environment. 

"If you don't do (travel) sustainably, there won't be a world, not even an ocean, for us to enjoy in the future," he says. This sobering realisation has moved him to take steps to reduce his carbon footprint, whether it is making the right choices in his day-to-day activities or contributing to environmental organisations like Gold Standard and WWF, both of which he's the ambassador. 

See also: World Ocean Day 2021: Eat Ethical, Not Sustainable, Seafood

His role at Panerai also echoes the same eco stance. As a pioneer in dive watches, Panerai has been a longtime advocate of the oceans' health, and their recent partnership with UNESCO only solidifies this. Working with UNESCO's Intergovernmental Oceanographic Commission, Panerai aims to be actively involved in creating greater awareness about protecting the oceans and the marine life that dwell in them.

See also: 5 Dive Watches To Take To Malaysia's Best Dive Sites

At Watches & Wonders 2021, Panerai reiterated its environmental commitment with the introduction of the Submersible eLAB-ID concept watch, the first watch to be composed of 98.6 per cent of recycled material; it's also the first watch to feature 100 per cent recycled SuperLuminova on its dial and hands, and 100 per cent recycled silicon for its escapement.

CEO Jean-Marc Pontroué notes that this is only the beginning. "Our internal target is to have 30 per cent of our watches with a recycled dimension by 2025," he declares at a recent virtual round table with Jauncey.

In welcoming Jauncey to the Panerai family, Pontroué says, "At Panerai, we believe that the most formidable challenges are only solved through visionary leadership and innovation. Jeremy is at the forefront of contending with (environmental issues) in the travel sphere and he is a global citizen in the very best sense. We look forward to bringing together our respective know-how to create products and systems and that will change the world for the better.”

See also: Be A Greener Traveller Today

At a recent round table organised by Panerai with a group of watch journalists, Jauncey sheds light on sustainable travel and offers tips on how one can travel more sustainably in the post-Covid era.

Travel can be a force to unite the world

"Travel is this unifying force that can be the antidote to racism and bigotry and inequality. I believe that travel and tourism can be a force for good We know it's absolute nonsense when people make decisions about others based on the colour of their skin, or the country that they come from. International brands like Panerai and the concept of travel and sustainable travel, I believe, are the forces that can bring us all together."

The definition of sustainable travel

"As an individual in the travel industry, we do have a very high carbon footprint. Five to eight per cent of world's greenhouse gas emissions come from the travel and tourism industry. We travel for business, we travel for pleasure, and we love the feeling when we travel. But it has an environmental impact.

So I think when it comes to understanding what sustainable travel actually is, we have the tools available for us to measure the impact of, for instance, every hotel room night we spend. These tools can then give you an insight into what your carbon footprint is when you actually travel and you can now act against that, such as buying carbon credits by donating to projects that support taking carbon out of the environment."

See also: 6 Eco-Friendly Malaysian Hotels On Our Travel List 

I believe that we can raise awareness of how you travel more sustainably and do it in an exciting way—by recognising that if you don't do it sustainably, there won't be a world for us to enjoy in the future.

A major international brand like Panerai can inspire people into action

"I think there's very few people in the world now that don't know about environmental issues. The challenge is moving from knowing to actually taking action.

Look at the power of brands within the luxury industry; they influence culture. They have platforms that people aspire to be a part of, they tell the stories that people want, and then make purchasing decisions based on the stuff that they see. When you look at Panerai's sustainable campaign with compelling storylines, that's inspiring, that's cool stuff. It's stuff you want to be associated with."

Travel short distance on the ground

"We know that short haul flying is the single worst and most polluting form of travel that you can do across the board. So in situations where you have to travel short distances, if you can avoid flying and use ground transportation like a train, that is going to have a positive impact."

See also: Train Travel: 5 Incredible Journeys For The Post-Covid Era

How you consume matters

"Understand your consumption of goods and services. Think about where your clothes com from. Do they need to travel thousands of miles? Are you upgrading to a new tech every six months? In the UK, when I was growing up, I used to love being able to have blueberries at the supermarkets until I realised that the blueberries that I was getting in the middle of winter were actually flown from Argentina. Once you understand that your consumption habits have an impact on your carbon footprint, you can make changes. Eat local. Use efficient modes of transportation."

Related: The Future Of Fashion: What Is Thrifting And Upcycling?

Book hotels and tour operators that are green

"Global Sustainable Tourism Council gives you a list of all of the most sustainable destinations in the world. These are hospitality organisations, hoteliers, tour operators, on-the-ground adventure and experience providers that have been through an accreditation process to prove that they take care of the environment, that they apply themselves to sustainability potentials within travel and tourism."

See also: Bill Bensley On Practical And Green Hotel Design

Take it further and be a part of regenerative travel

"There's another organisation called the Regenerative Travel. They are amazing because they categorise hotels around the world that are really pushing that stage further than sustainable travel, which is regenerative travel. It's the idea that the actual activity of traveling, if you go through their process, improves the environment."

See also: The Husband-And-Wife Founders of Comfort Works' Zero-Waste Journey

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