Commitment to good causes: Lothar Schmidt from Sinn Spezialuhren.

The purpose of a company, i.e. its field and type of activity, can be just as diverse as the company itself. That the owner of a company that has been ‘involved in the manufacture and sale of clocks, watches and technical timepieces’ for more than 60 years also lists the ‘preservation and development of orchards’ as one of the company’s goals may come as somewhat of a surprise. For Lothar Schmidt from Sinn Spezialuhren in Frankfurt am Main, personal commitment to such a cause is a matter of course, as it is in perfect alignment with his locally shaped view of sustainability. 

Meadow orchards: habitats with high ecological value

It is important to mention that orchard cultivation in Germany is a UNESCO intangible cultural heritage. Meadow orchards protect the diversity and preservation of fruit varieties and shape cultural landscapes. Unfortunately, since the middle of the 20th century, the number of orchards in Europe has been declining. This means that not only is a cultural space of experience for people disappearing, but also a habitat with high ecological value for animal and plant species. Orchard cultivation is being kept alive through voluntary commitment – such as by business people like the qualified engineer Lothar Schmidt, who quickly made the decision to acquire several meadow orchards by Sinn Spezialuhren GmbH when the opportunity became available. ‘MainÄppelHaus Lohrberg, the information and meeting point in Frankfurt for orchards, apples and horticulture, looks after and manages this on our behalf,’ says Lothar Schmidt, explaining the idea of sustainability behind the project.

People and nature growing together 

It is fitting that another of the company’s goals – there are six in total – focuses on ‘promoting the idea of people and nature growing together’. This theoretical principle was also shaped into specific sustainable activities by Lothar Schmidt. ‘We have moved away from low-maintenance greenery at our headquarters. Instead, we made the decision to plant espalier fruit trees between the parking bays as well as other fruit-bearing shrubs and trees on the grounds – which is a paradise for all kinds of insects,’ says Lothar Schmidt. The company’s employees are allowed to pick fruit here whenever they wish. In the future, they will have the chance to take courses to learn how to prune fruit trees, in order to preserve the traditional knowledge of this craft and spread it to a wider population.

Promoting music and performing arts, customs and festivals, German language and dialects

In 2016, culture and media were explicitly included in the national sustainability strategy ‘Perspectives for Germany’ by the Federal Government. Since then, measures have been introduced to use the creative potential of the culture and media sector and its innovative power to ensure sustainable development. The ‘promotion of the use and preservation of music and the performing arts’ – as the third goal of the Sinn Spezialuhren company – has long been part of Lothar Schmidt’s deep commitment to cultural matters. In practical terms, this can be seen in his support for the university project MILAN, which is breaking new ground in the understanding of music. To commemorate the 50th anniversary of the company in 2011, he supported the foundation of the Rhein-Main-Tanzorchesters under the direction of professor Konrad Georgi, who also created the MILAN project. To bring a little culture into the company, Lothar Schmidt designed the atrium in the headquarters in the form of a concert hall. With its excellent acoustics, it is a perfect location for concerts, which are hosted there whenever possible.

The ‘promotion of the use and preservation of customs and annual festivals’ – the fourth goal – is evident through Lothar Schmidt’s support for the M.A.T. Mund Art Theater in Neu-Isenburg. This includes genres such as farce, satire, comedy and musicals – all performed in the Hessian dialect, thus promoting the dialect and bringing it closer to the people.

For Lothar Schmidt, this cause is in perfect harmony with the goal of ‘promoting the use and preservation of the German language and its dialects in German-speaking countries’. No Anglicisms, no Denglish, no hollow advertising speak used for any effect – this is taken to heart proverbially both in internal and external corporate communication.

Keeping the craft of watchmaking alive

There is a sixth goal that affects the core business of Sinn Spezialuhren. The craft of watchmaking is also a UNESCO intangible cultural heritage. It requires extensive knowledge from historical to electronic timepieces. Passing on theoretical knowledge, various techniques of the craft and skills for restoration and maintenance keeps the craft of watchmaking alive. It is clear that Lothar Schmidt is dedicated to ‘promoting the use and preservation of traditional crafts’. 'We have been training watchmakers for many years, many of whom graduate with outstanding results. We support their continued training and qualification up to their master craftsperson’s certificate,’ says Lothar Schmidt, referring to the line that will also secure the continuity of the company.

Key part of the corporate culture

In light of these activities, the business purpose of Sinn Spezialuhren, as recorded in the commercial register, and the objectives derived from this are quite broad, especially since objectives like these are not typical for a manufacturer of high-quality mechanical watches. The question is: why does Lothar Schmidt do this and what do all of these activities have in common? 

‘For me, the company’s purpose is not merely to fulfil a legal requirement that remains entrenched in the theoretical. Instead, we have been deriving specific projects since a long time from our various objectives which are close to our hearts and which we are committed to bring to life – also because they often fly under the radar of the general public,’ says Lothar Schmidt. These activities often have a local focus. They tend to be more traditionally orientated and, in this sense, value-driven, arising out of a sense of duty. In doing so, they fulfil the multi-faceted demand for sustainability in their own way – both from an environmental and cultural perspective. Going beyond mere rhetoric and putting on a green cloak, they become an authentic part of the corporate culture. Not least because Lothar Schmidt pays no heed to the cold, calculating marketing view, which would usually mean that the activities selected by him be subjected to a stringent cost-benefit analysis, as there may be other projects with a wider impact and greater image factor. But, the owner of Sinn Spezialuhren does not think in this way. And exactly this mindset may well be one of the secrets of his success.