THE WHY
 
​The African continent represents approximately 20% of the planet’s land, is home to one quarter of the world's mammal species and one fifth of the world’s bird species.
 
You don't need to have spent time in the wilds of the African bush to be able to attest to the beauty of the land and wildlife and the need to protect it.  Yet studies suggest wildlife numbers in Africa have fallen by a staggering 76% over the past 50 years. With elephant numbers having declined by around 60% and lion numbers by around 75%.  
 
The decline is driven by many factors including human populations expanding, demand for land increasing, natural habitats shrinking, climates changing and of course, continued poaching… the list goes on.
 
Admittedly, this is just a small snapshot of one continent, in one period of time, but it presents serious considerations and portrays quite a bleak future.
 
 
THE WATCH
 
My debut watch, the Rubus, has been created in support of Tusk, a charity who are at the forefront of supporting local projects across Africa which combat these devastating factors. Tusk partner with leading and emerging conservationists who are best placed to make a difference, securing funding and investing it in long term, grassroot conservation initiatives to supercharge the impact they can have.
 
Designed in Britain, and with just 100 pieces available, the Rubus is a limited edition, automatic, hand assembled field watch which I’ve truly created to make a difference by donating 44% of the sales price from each watch sold directly to Tusk.
 
The Rubus works as a stand alone timepiece but also includes design features that give a subtle nod towards Tusk’s own branding and the challenges faced.  An everyday reminder that this watch, and your purchase, are helping to make a real difference.
 
The clean, 40mm, brushed stainless steel, waterproof case, complete with mineral glass set into the caseback, effortlessly showcases the 21 jewel, automatic movement. Polished hands are easy to read against the luminous time indices, complimented with a sweeping second hand tipped in red, all set upon a lightly crosshatched, Elephant Grey steel dial allowing the watch face to catch the light from all angles. Perfect for checking if it’s time for a sundowner!
 
Dressed with a quick change, soft, vegan leather strap in Khaki Tan with contrasting white stitching, the Rubus is also supplied with a woven, recycled ocean-plastic strap in Safari Green with complementary orange stitching to ensure it can be worn well on many occasions, be that in the middle of the bush or when you’re back at camp for the evening meal.