How premium marketers are looking to the ends of the earth, from the depths of the South Pacific to the peak of Mount Everest, to set them apart
This spring, the Swiss fashion house Bally sponsored a mission to remove garbage from the slopes of Mount Everest, even in the so-called Death Zone above 26,000 feet.
In September, Italian watch manufacturer Panerai will take about 15 customers diving off the island of Moorea in French Polynesia, hoping to catch sight of whales. And from August through December, the Swiss watchmaker IWC Schaffhausen will underwrite a round-the-world flight for a restored Spitfire airplane that first went into production in 1943.
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