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Article: AB x HPF Mission - Changing the World, One Wrist at a Time

AB x HPF Mission - Changing the World, One Wrist at a Time

AB x HPF Mission - Changing the World, One Wrist at a Time

“The best way to fight poverty is to empower people through access to quality education” - John Legend


Our mission


August Berg has partnered with the Human Practice Foundation, a Danish non-profit organisation committed to making a long positive impact by providing quality education to children in Asia and Africa. A school, Akadeli Primary School in Mount Kenya will also be rebuilt under this partnership to improve their living conditions, their community, and their families. Also, we provide access to clean drinking water, as well as proper sanitation to lower-income families.


For every watch sold, we will provide 6 months of quality education to a child. And with every 20,000 watches sold, we will build a school. We strive to work towards changing the world, one wrist at a time.


The majority of us have the “privilege of choice” when it comes to quality education. However, children in Asia and Africa could only dream about getting access to basic education as they remain out of school. The right to education remains a challenge in Asia and Africa as they face the highest rate of education exclusion.


What is the Human Practice Foundation?


Ms. Pernille Kruse Madsen

Human Practice Foundation was founded by Ms. Pernille Kruse Madsen in 2014, she made a conscious decision to spend her time on something she believed in, which is to create schools and provide a quality education that gives children and their communities the power to shape their future.

In search of her #timefulness, the former corporate lawyer quit her career and embarked on travels. In Nepal, she witnessed the poverty that led to high illiteracy and harsh conditions. From then on, this Danish charity Human Practice started. Schools are a fundamental part of our lives. All children deserve to be part of a school with a quality education to learn in.


“There’s no stronger power than giving the children, the chance to learn.” - Pernille Kruse Madsen, founder of Human Practice Foundation


“Changing the world, one wrist at a time”


Join us in giving the gift of time and get your and your loved ones’ names painted on the school that we are building together. We believe in making a difference today!


“I whole-heartedly believe that for change to happen, it starts with ensuring education for all. I believe it is time to make that happen globally and together, we can do that. Our ambition is to give everybody, especially children, the gift of time - in the form of opportunity - to be able to live their lives with passion, confidence, and purpose. “.

-         Anders Peter Sauerberg, Founder, August Berg


Let’s make the world a better place! Every gift of time represents our mission to give back to society, through the gift of the future, with education. Let’s make a positive difference, together!

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August Berg can be seen at 25 countries

August Berg can be seen at 25 countries

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Your Summer Colour Palette

Your Summer Colour Palette

Rediscover our Nordic Beach Collection!

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Designed in exclusive collaboration with the iconic British heritage brand - Morris & Co.. The chemistry between Minimalism & Maximalism!


Designed by Magnus Joergensen with Minimalism philosophy of both Modern & Vintage, making it last in time.


Equipped with anti-reflective & scratch-resistant glass, made of specialized single-dome sapphire crystals - Serenity collection


Crafted with meticulously chosen Japanese Miyota Quartz movement, ensuring precision & the utmost accuracy in timekeeping.


Can be engraved with your own message, making it a perfect meaningful gift for your loved ones.


With every watch sold, we help gift a child with 6 month of quality education in Asia & Africa. And, with every 20,000 watches sold, we will build a school with Human Practice Foundation. But why education?


Delivered in sustainable & reusable Bamboo Boxes, certified by Forest Stewardship Council®


August Berg supports Carbon Removal for every shipment, ensuring that your delivery is carbon-neutral, and certified by Carbon Direct.