Giving Back
A connection to place comes with a responsibility to the people who keep it alive.
NEW MEXICO, RIGHT NOW
The Air We Share
The landscape that inspires our work is living and changing. This is the air near the Velarde workshop today.
Live particulate-matter estimate provided by PurpleAir.
“Our scholarship’s mission is to preserve the cultural legacy of Northern New Mexico and provide funds to supplement the post-secondary dreams of high school students.”
Community Impact
1
Scholarship
2
Winners
$2,000
Total Awards
Give back with a gift to Hawks Aloft, Inc.
For Watchmaker Velarde, giving back is not separate from the family story. Rudy Velarde used his work, business, and public service to help meet the needs of his neighbors. John carries that example forward through commitments rooted in education and cultural preservation.
Northern New Mexico Cultural Preservation Scholarship
Established September 1, 2024, the Northern New Mexico Cultural Preservation Scholarship reflects a simple belief: the traditions that shape a community endure only when people have the opportunity to learn, practice, and carry them forward.
The scholarship is part of Watchmaker Velarde’s commitment to support the continuation of cultural knowledge and community-rooted work in northern New Mexico. As the program develops, current eligibility, award, and application information will be shared here.
Supporting Zia Pueblo Education
The Zia symbol carries deep meaning and belongs to a living community. Watchmaker Velarde treats its use as a responsibility, not simply as a design choice.
A portion of proceeds from products featuring the Zia symbol supports the Zia Pueblo Education Services Center. This commitment connects the use of the symbol to direct support for education within Zia Pueblo.
A Commitment That Can Be Measured
We believe giving should be specific, accountable, and connected to the communities named. As these efforts grow, Watchmaker Velarde will share clear information about its partners, programs, and impact.
Carrying a legacy forward means more than telling its story. It means helping create the conditions for other stories, skills, and traditions to continue.