What’s the most underappreciated of America’s natural resources? Love.
When one thinks of America as a destination, glamorous cities such as New York, Los Angeles or Miami come straight to mind. But what about everywhere else? Other places that are not as famous but still equally interesting?
America’s most important and yet often forgotten source of wealth nationwide is its people. Thanks to its diverse population, America is incredibly rich culturally, economically and most importantly, humanly.
Let me tell you about my first experience in 2001 in Atlanta. That’s where it all started for me business-wise—and people-wise. At the time, Audemars Piguet was not doing well in the United States. But one of our clients in Atlanta gave us the break that we needed by offering to host an event at his house, introducing his friends to the brand. That very generous offer made me discover the team spirit that characterizes Americans. As it turns out, this was only the beginning.
Stemming from this team spirit, I discovered how much helping others was important here in the U.S. when a couple of years later, I met Phil and Cheryl Yagoda in Atlanta. Their son, Ian, had been diagnosed with an inoperable brain tumor, and they had founded the Ian’s Friends Foundation, a nonprofit organization committed to funding pediatric brain tumor research. When they discovered that cancer was the second-leading cause of childhood death and that very little funding was being allocated to research pediatric brain tumors, they made it their mission to fill this void for the thousands of children who suffer from this particular disease. I am always amazed when people who are personally touched by such tragic news find the strength to open up to others and decide to help. Audemars Piguet ended up giving two watches to the foundation that year, and we then sponsored two more of their events, raising around $1 million. We have kept in close contact ever since—but that’s still little compared to the immense generosity of all their supporters.
From there I discovered how charities and philanthropy were such an important part of American life. The word “philanthropy” derives from the ancient Greek term philanthropia, meaning “love of people.” Today, the concept of philanthropy includes the act of voluntary giving by individuals or groups to promote the common good. It all goes back to being human, and Americans can be the most humanly generous people, which is not surprising since philanthropy in the United States has emerged from a number of cultural influences, such as religious beliefs and traditions, as well as cultures of mutual assistance and support among multiple waves of immigrant communities.
Atlanta may be where it all started for Audemars Piguet’s charity work, but it definitely didn’t end there. There are so many cities in America where philanthropy is at the core of people’s lives. One evening we were hosting a corporate dinner in Detroit with guests who knew very little about the brand. After hearing about some of our charity actions, a few of them decided to buy a watch simply to support our efforts in that domain. Once they realized that we were investing so much time, work and energy to support causes that were important to us, the American team spirit rose up again to help us.
We were blessed to have strong partners who guided us through the whole process and helped us find our way to make a difference. One of our first major charity events took place in New York, with Arnold Schwarzenegger and Muhammad Ali as cochairs, and they really helped put us on the map. Since then, many other partners have come forward with amazing projects, like some of our brand ambassadors: Ian Poulter with his Orlando Charity Classic golf tournament supports Dreamflight, which focuses on improving disabled children’s lives by taking them on holiday. Keep Memory Alive is another nonprofit we’ve worked with since 2011 to raise funds for the research and treatment of brain disorders; the organization’s annual Power of Love gala in Las Vegas shows its tremendous dedication to the cause.
No matter the city or destination, America’s most wonderful hidden resource nationwide is love. And its most important quality is generosity.
From there I discovered how charities and philanthropy were such an important part of American life. The word “philanthropy” derives from the ancient Greek term philanthropia, meaning “love of people.” Today, the concept of philanthropy includes the act of voluntary giving by individuals or groups to promote the common good. It all goes back to being human, and Americans can be the most humanly generous people, which is not surprising since philanthropy in the United States has emerged from a number of cultural influences, such as religious beliefs and traditions, as well as cultures of mutual assistance and support among multiple waves of immigrant communities.
Atlanta may be where it all started for Audemars Piguet’s charity work, but it definitely didn’t end there. There are so many cities in America where philanthropy is at the core of people’s lives. One evening we were hosting a corporate dinner in Detroit with guests who knew very little about the brand. After hearing about some of our charity actions, a few of them decided to buy a watch simply to support our efforts in that domain. Once they realized that we were investing so much time, work and energy to support causes that were important to us, the American team spirit rose up again to help us.
We were blessed to have strong partners who guided us through the whole process and helped us find our way to make a difference. One of our first major charity events took place in New York, with Arnold Schwarzenegger and Muhammad Ali as cochairs, and they really helped put us on the map. Since then, many other partners have come forward with amazing projects, like some of our brand ambassadors: Ian Poulter with his Orlando Charity Classic golf tournament supports Dreamflight, which focuses on improving disabled children’s lives by taking them on holiday. Keep Memory Alive is another nonprofit we’ve worked with since 2011 to raise funds for the research and treatment of brain disorders; the organization’s annual Power of Love gala in Las Vegas shows its tremendous dedication to the cause.
No matter the city or destination, America’s most wonderful hidden resource nationwide is love. And its most important quality is generosity.
