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Alpina strikes first US partnership deal, working with National Parks to promote and protect the great outdoors

Mount Rainier National Park. Photo courtesy of NPS (PRNewsfoto/Alpina). Alpina watch inset for illustration only.

Alpina is amplifying its message that it is the watch brand for adventurous outdoorsy customers via a partnership with the National Park Foundation (NPF), the official nonprofit partner of the National Park Service.

As part of the 3 year agreeement, Alpina will support NPF’s efforts to protect and enhance America’s rivers and trails.

“Partnering with the National Park Foundation is a natural fit for Alpina given its history in adventure and the brand’s revolution of the modern sport watch,” said Lindsay Mellor, US marketing director of Alpina.


“Through our partnership with the National Park Foundation, we hope to engage with those who have a shared passion for adventure and the outdoors and encourage them to explore all three areas of air, land and sea.”

Alpina was bought by Citizen Watch Company in 2016, and now operates within the Citizen Watch America group.

The additional firepower that comes with being part of the larger group looks like it made the partnership possible. It is the first brand partnership of any kind for Alpina in the United States and will see Alpina and NPF come together to build awareness of the recreational opportunities that parks, rivers and trails have to offer; furthering their shared goal to encourage people to get outside, explore nature and find time for adventure.

Alpina hopes to own the outdoor enthusiast market to the extent that it has coined the term Alphinists to refer to adventurous national park lovers.

“The National Park Foundation is an ideal partner for a brand like Alpina as it supports the very own trails and rivers that our consumer is exploring,” said Fernando Sanchez, US managing director of Alpina. “We look forward to interacting with our consumer more and inspiring others to go out and reach their own summit.”


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