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The World

of Niveau élevé

Philosophical and technical roots of Niveau élevé

On 28 February 1968, a remarkable ceremony took place in South India, near the city of Pondicherry. An international city was founded, known as Auroville.
Invitations to the founding ceremony were sent out by UNESCO, the Indian government and a French-Algerian philosopher whose real name was Mirra Alfassa, but was more commonly known as “the Mother”.

Pioneering age

Truly the most interesting phase of a major brand is the start. This is when the DNA or the crystal lattice of the future structure is formed. It is as in the creation story of the universe. It is the Big Bang from which everything emerges and which determines everything.
This start, the phase of emergence, contains the entire essential element of a watch, the manifestation of the core message, the DNA or the crystal lattice which then sometimes manifests itself further across generations.
The Niveau élevé brand is now at this stage of the pioneering phase.

Ecological commitment

The team around Niveau élevé has been working for some years on the task of switching our energy supply to 100% CO²-free energy sources in order to counteract the increase in the global average temperature.

Social responsibility

Today, almost every larger company attempts to create a “social image”. Money is donated to whatever cause has the best advertising effect, to what sounds good and hopefully eliminates some misery from the world. But if we examine this more closely, the question of the actual value of such a commitment is never quite so clear in most cases.
There are three fundamental questions that should be asked. The first is whether the donation actually achieves what the money is given for. Then there is the basic question as to whether money is indeed a suitable means for passing on goodwill, compassion or love, or whether the internal dynamic of money, generally speaking, tends to prevent the service reaching the people in need. The third question is then naturally whether charity as such is actually the sensible option in the current situation or whether there are better ways to translate the company’s awareness of its responsibility and commitment into action.

The moneyless society

It is no great revelation to claim that today’s society and our individual lives are shaped more by money than by any other factor. This fact is so all-pervasive and all-encompassing that it passes almost unnoticed. The convenience of money is never challenged at all, much in the same way that we never question whether it is a good idea to breathe the air or not.
But are there really no alternatives to our monetary system? It cannot be possible that such a mundane instrument as money has an unchallenged power over whether someone has enough to eat or works 5 hours per day or 12, whether someone can study or not, whether someone can sleep well at night or is unable to rest because of worries about their financial situation.
To find this out, however, we don’t just need to deliberate about it theoretically. What we really need is a concerted attempt.


Our team works from many different locations and time zones, so it is possible that there will always be one of our employees watching the sun rise from one office window, while another somewhere else is watching the sun go down.
We have done a great deal and our goal is very ambitious. But the charm of the possibility of going beyond the everyday is too enticing to resist. There are probably two factors that determine whether something is a success: the clarity, genuineness and substance of the approach and the determination and resolve of the team.