After conflict diamonds, advocates of sustainable development from industrialists to watchmakers, jewellers and retailers are training their sights on dirty gold. The first certification system will come into operation next January.

Efforts to track down and eradicate dirty gold must contend with numerous hurdles. According to a report by the WWF in Guyana, clandestine operations continue because of the "disconcerting facility" with which illegal production can be infiltrated into authorised channels. And Guyana is far from being the only country in this situation. Another major stumbling block is that supply is highly fragmented as refineries source gold from mines in more than 60 countries.

As a founder-member of the Responsible Jewellery Council, set up in 2005, Cartier is actively engaged in establishing responsible practices across the diamond and gold jewellery supply chains. Pamela Caillens, Director of Corporate Social Responsibility at Cartier, explains.

As an expression of their commitment to corporate responsibility, the Schaffhausen manufactory is supporting the Plastiki Expedition of David de Rothschild and his organization Adventure Ecology.

No self-respecting collector would ever put their "grandes complications" at risk. Instead, they will wear their "second" watch: a sturdy, inexpensive timepiece for all occasions. And with only a few models fitting the bill, second watches could well be a new market for brands.

More than just a sensational feat for the record books, the Pangaea Expedition wants to bring awareness about the fragile state of our planet so we can take global steps to protect and nurture Mother Earth now and in future generation.