One of Patek Philippe's most enduring company slogans: "You never actually own a Patek Philippe. You merely look after it for the next generation," was introduced when the company launched its "Generations" campaign in 1996. Trust the Swiss to know a thing or two about the power of legacy, and how to honour and preserve it. But the idea of inheritors turning conservators is not limited to the rarefied world of haute horology alone. All of Switzerland prides itself on its legacy and joins hands to preserve it for future generations. In fact when it comes to leading the way towards a sustainable future, the Swiss are generations ahead of the rest-marking it the Swisstainable way.
Not only are they champions at recycling, but also boast impressive water and air quality even by global standards. The waters of Lake Zurich are so pristine, not only can you swim in them, but it is allegedly potable! In fact, all 1,200 public fountains in Zurich offer fresh, crystal clear drinking water, and may I add delicious, to the mix. It is this delightful repository of nature's bounty that Swiss programmes are specifically aimed at with low-emission mobility, targetted greening with pedestrian zones and shops that foster mindful consumption with selected products that promote local goods restricting carbon miles. Whether it's Zurich, Lucerne or any other, Swiss cities have adopted forward-looking projects, not just reserved for locals, but even those that partner with travellers to promote mindful and responsible tourism.
For travellers, the measures are often presented as part of the city experience. From promoting public transport via eco-friendly trams, or their impressively connected rail network-believed to be one of the densest in the world to walking tours that include a tour of locally run shops selling handicrafts and regional products, sustainable practices are a way of life in Switzerland.
This story is from the December 11, 2023 edition of India Today.
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This story is from the December 11, 2023 edition of India Today.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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He gave the beat to the world
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