Van Cleef & Arpels, sponsor of the International Art Dubai fair, will exhibit The Poetry of Time, an exposition of 100 years of watchmaking, from 17 - 20 March 2010. This event is an opportunity for the watchmaking and High Jewellery Maison to support the work of START. Under the patronage of her Highness Sheikha Lateefa bint Maktoum bin Rashid Al Maktoum,
START’s mission is to empower children in the Menasa region – orphans, refugees or those touched by extreme poverty – to develop their imagination and build on their dreams through artistic activities.
During Art Dubai, Van Cleef & Arpels invites visitors to join them on a journey to the heart of The Poetry of Time, a voyage of discovery through daydreams, creation, flair and expertise. Along the way, they will discover emblematic models such as the PA 49 or Cadenas watches immerse themselves in the Poetic Complications which punctuate the passing of time with the rhythm of the seasons, and allow themselves to be transported by Une Journée à Paris, the timepiece taken from the eponymous High Jewellery collection. Presented at the SIHH 2010, the new Midnight in Dubai complication recreates the sky on a madly romantic starry night in Dubai.
Above all, the exhibition is an opportunity for Van Cleef & Arpels to support the activities of START, an educational programme created in 2007 by the Al Madad Foundation and Art Dubai.
Art is a universal language, the connection which brings together cultures, languages and religions. Children are the creators of the future. As Faiza Alireza, Chair of Al Madad Foundation, has said, "The philosophy underpinning START is that art or the creative process involved in artistic self-expression is healing, empowering and can help children to resolve inner conflict, gain a measure of self worth and self-awareness, and achieve insight.”
With this in mind, START allows underprivileged children (whether they be victims of poverty, war, disability or illness) finally to have access to numerous artistic activities and to art in all its forms. Inspired and supported by START, they can express their creativity and begin to smile again during photography, painting, cinema, sculpture or drawing workshops led by volunteer artists. Today, START is extending its activities, opening its artistic classes up to autistic children and those with Down’s Syndrome.
Touched by START’s activities, Van Cleef & Arpels asked Dominique Baron, the talented enamellist who has lent her skills to the magical Poetry of Time, to lead workshops for children based on her art during the exhibition.
Van Cleef & Arpels has developed a special watch for START, inspired by its Charms collection, from which the benefits of the sale will be channelled to the organisation.
The Maison is also committed to donating 5% of the proceeds from sales made at the exhibition to START .
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