Mountain Mayhem: The essence of time

May Selby
The Aspen Times
Aspen, CO Colorado
May SelbySupermodel and entrepreneur Elle Macpherson strikes a pose after donating her Aspen One watch to AVSC and Challenge Aspen.

Three days of luxurious events and goodwill marked the launch of Aspen One, the first timepiece in the Aspen Jewelry and Watches collection. International press from countries including France, Germany, the Netherlands, Russia, and the U.S. documented the array of Aspen One events, which culminated in an unveiling of the luxury line at Meridian Jewelers on Friday, Feb. 19, followed by an Aspen Mountain Club launch party.

Produced by EKS Events, the momentous occasion at the Aspen Mountain Club featured special guest Elle Macpherson, who was presented with the diamond version of Aspen One, retailing at $49,900. Elle then donated the ornate time piece to Challenge Aspen and Aspen Valley Ski and Snowboard Club ,who will be offering it for auction at a benefit in June.

In remarking upon the lavish Aspen One watch, Elle reflected upon the essence of time. “Time is the intangible and the true luxury today,” she noted.

Elle also shared her affections about Colorado where she loves “the spirit and mentality of the people” and Aspen, where “the skiing experience is like no other.”

Aspen Jewelry and Watches founder and CEO Rene van Ass drew many parallels between his new timepiece and its namesake town, paying tribute to Aspen’s rich heritage in its design and style.

Exactly 3,276 watches have been created, one for every vertical foot of Aspen Mountain. The precious Swiss watch features a specially designed compass to direct you to the top of Aspen Mountain, and it indicates when it’s 4 p.m., suggesting you switch your standard watch strap to your apres-ski strap.

He also noted the significance of the launch date of the watch ” exactly 20 years to the day after Swedish skier Ingemar Stenmark won a giant slalom race on Aspen Mountain, the last victory in his ski racing career.