Elle Macpherson Donates the First Timepiece in the Aspen Jewelry and Watches Collection to Challenge Aspen

Amsterdam (ots/PRNewswire) - February 19 marked the
successful finale of the much-anticipated, three-day worldwide
launch of Aspen One, the first luxury timepiece introduced by
Swiss-based company, Aspen Jewelry and Watches. Aspen One, the
limited edition Swiss-made timepiece retailing for US$38,900, is a
tribute to Aspen's rich heritage in its design and to its crown
jewel, Aspen Mountain. The Aspen Mountain Club was the location of
the launch event, where model and entrepreneur Elle Macpherson was
presented with the diamond version of Aspen One, retailing at
US$49,900. With a multitude of press documenting the event, Elle
presented the watch as a donation to representatives of two area
nonprofits: Challenge Aspen and Aspen Valley Ski and Snowboard Club
(AVSC).

(Logo:
http://www.newscom.com/cgi-bin/prnh/20090226/339178 )

"Challenge Aspen was honored to be a co-beneficiary with AVSC
from the generous gift of the Aspen One watch given by Elle
Macpherson and Rene van Ass, CEO of Aspen Jewelry and Watches," says
Cowan of Challenge Aspen. "The proceeds from this watch will
scholarship more than 50 families with disabilities to enjoy
Challenge Aspen's winter and summer programs. Elle and Rene have
truly helped us take the 'Dis out of Disability' for some very
special young people." As a result of the donation, the Aspen One
watch will be presented in Washington DC at the Kennedy Center for
the launch of Challenge America on June 8th, 2009. Vince Gill and Amy
Grant along with other entertainers are hosting the event and
Honorary Chairs are Former Presidents Carter, Bush Sr., Bill Clinton,
along with Colin Powell, Bob Woodruff, and former Senator Bill Frist.
Challenge America is a national movement to initiate and support
programs and services to meet the needs of our returning wounded
warriors and their families. "Aspen One is honored to be a part of
this challenge and participate in this very important cause," states
Rene van Ass.

Mark Cole states, "As a mother and skier, Elle knows how
important it is for all children in the valley to have the
opportunity to experience our mountains in winter. Her wonderful
generosity and the amazing cooperation from Aspen Jewelry and Watches
means AVSC can help the many families who need support this year.
What a beautiful way for them to give back to the community which has
become special to them."

The second watch will be given to the Quality of Life Foundation,
based in the Netherlands, which has already raised more than $10
million for children's cancer research. The trip ended with lunch at
Sneaky's Tavern in Snowmass and dinner at the Hotel Jerome.

Aspen One Launch

Press from countries including France, Germany, the Netherlands,
Russia, Italy and the US documented Aspen One events at a plethora of
local establishments. The itinerary Press were the first to see the
Aspen One timepiece at a media-only unveiling of not only Aspen One,
but of the new http://www.aspenjewelryandwatches.com at Meridian
Jewelers, the first of fifty exclusive retailers worldwide. Press
then visited the Aspen One monument, which was placed on Aspen
Mountain's Black Diamond Lode, designed to display the names of each
buyer, along with their number, which represents one virtual foot of
Aspen Mountain's 3,276 feet.

Aspen One-The Timepiece

Founder and CEO Rene van Ass states, "Aspen is internationally
known for its natural beauty, perfect slopes and the glamorous appeal
of its famous visitors. Aspen is a brand...a very strong brand. Aspen
Jewelry and Watches has been granted the worldwide license to use the
Aspen name for the collections we are introducing, the first being
Aspen One. By marketing this collection, we are marketing Aspen as it
is...and what it was. We will emphasize Aspen's rich history and we
want people all over the world to fall in love with Aspen even more."

The precious Swiss-made timepiece, offered in four-color
combinations of 18 kt white or rose gold, carries unique features
that communicate elements specific to Aspen. A specially-designed
compass shows you where you are once on top of Aspen Mountain, and
the watch tells you when it is time to change your ski-strap to your
apres-ski strap (done in a few seconds with a patent-pending
technique similar to removing a ski from a boot) at four o' clock.
Orange is the color of the number four on the dial, which in the
tradition of the Ute Indians, indicates prosperity, and it would be
later known to represent mountain safety. Four is also the time that
Aspen Mountain closes its lifts, marking the time for apres ski. On
the mountain and around town, Aspen One also presents gloves,
specially designed to showcase the face of the watch.

For more information, visit
http://www.aspenjewelryandwatches.com.

ots Originaltext: Aspen Jewelry and Watches
Im Internet recherchierbar: http://www.presseportal.de

Contact:
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contact: Maussen Communications & Public Relations, Stephanie de
Hoogh via stephanie.dehoogh@maussen.com, Bart Maussen via
bart.maussen@maussen.com, T: +31(0)20-66-181-35