Nesma and Partners signed a landmark agreement with NetZero, a mission-driven company specializing in environmental and social sustainability solutions, during the 16th session of the Conference of the Parties, or COP16 in Riyadh.

The conference — a global event dedicated to combating desertification, restoring degraded lands, and promoting sustainable land management — brought together governments, the private sector, nonprofit organizations, civil society, and scientists from around the world.

The signing ceremony was held under the patronage of Minister of Environment, Water, and Agriculture Abdulrahman Al-Fadhli, and in the presence of Minister of State for Foreign Affairs and Special Envoy for Climate Affairs Adel Al-Jubeir.

Aligned with Saudi Arabia’s Vision 2030, the agreement supports the Saudi Green Initiative and Middle East Green Initiative, launched by Crown Prince Mohammed bin Salman. Over the next five years, the Smart Tree Planting Initiative will plant 200,000 trees across the Kingdom, with an annual target of 40,000 trees. This project aims to absorb 22,000 tonnes of CO, promote biodiversity, and expand vegetation cover. Supervised by the Ministry of Environment, Water, and Agriculture and the National Center for Vegetation Cover, it addresses critical environmental challenges such as desertification and climate change while enhancing the Kingdom’s natural landscape.

President and CEO of Nesma and Partners Samer Abdul Samad said: “We are proud to play a key role in supporting the Kingdom’s green initiatives. This partnership goes beyond tree planting; it is about developing sustainable solutions that ensure a lasting environmental legacy. By leveraging innovative technologies and fostering sustainable practices, we significantly reduce environmental impact and promote a greener future for all.”

The project integrates advanced technologies to transform environmental conservation through three innovative platforms. TreeLog provides comprehensive tree data collection and ecological benefit analysis. TreeMap offers a geospatial tracking system with precise location and impact insights, while TreeWallet enables personal engagement by allowing individuals to gift, name, and track trees. These integrated technologies transform ecological restoration into a transparent, measurable, and personally meaningful experience.

Richard Mille’s inaugural Rally A’Shira held from Oct. 16 to 21, amidst the breathtaking landscapes of Saudi Arabia was an incredible success for the brand. Inaugurated by Amanda Mille, global brand and partnership director, Richard Mille, and Tilly Harrison, managing director of Richard Mille Middle East and Turkiye, the event celebrated the guiding light of the A’Shira star — a powerful symbol of discovery and empowerment. 

This groundbreaking all-female three-day regularity rally brought together 40 competitors, driving 850 kilometers in 20 4x4 cars, representing a range of nationalities from the Middle East, Asia and Europe. Starting in the historic city of Madinah and culminating on the shores of the Red Sea, the competitors navigated their journey using a roadbook and a mileage tracker, requiring excellent concentration and a keen sense of precision, fully immersing themselves in the spirit of exploration and collaboration that defines Rally A’Shira. The RM 07-04 Automatic Sport, the brand’s first female-focused sports watch, was the official timepiece of the rally, embodying the spirit of drive and determination. 

Women in motorsport has been a crucial pillar for the Richard Mille brand; in the last decade it yielded the creation of the Richard Mille Racing Team from 2020 to 2022, the Rallye des Princesses Richard Mille, since 2015, the support of drivers like Aurora Straus, the professional race car driver in the US, or Lilou Wadoux, who is the first official female Ferrari Competizioni GT driver. The Rally A’Shira was a logical continuation, the first event of its kind in the MENA region, aligning with the brand’s desire to create opportunities and experiences for passionate women. 

“Rally A’Shira represents a natural extension of Richard Mille’s dedication to supporting women in motorsport. It’s about creating a platform where women can challenge themselves and forge new paths. We thank the Kingdom of Saudi Arabia for this opportunity and their belief in this project. This all-female rally is all about determination, passion and human encounter,” Mille said.

Harrison added: “Rally A’Shira is not just a rally; it’s a celebration of empowerment and a testament to Richard Mille’s commitment to creating extraordinary experiences that resonate with our community. We are proud to have launched this pivotal initiative and look forward to building on its success in the years to come.” 

Throughout the rally, participants formed lasting connections, shared inspiring stories, and embraced the adventurous spirit that Rally A’Shira represents. The stunning accommodations at Edition Jeddah, Habitas AlUla, and The Red Sea’s Shebara Resort provided a serene retreat, blending nature, wellness, and world-class luxury. 

The Rally A’Shira will become an annual event, further solidifying the brand’s dedication to celebrating women in motorsport and beyond. 

In a statement, the Richard Mille brand thanked the Saudi Motorsport and Saudi Automobile and Motorcycle Federation for their invaluable support, as well as BeOnd Jet for delivering an unparalleled luxury travel experience. The rally concluded along the picturesque shores of The Red Sea destination, a fitting finale to an event that began as a dream and was brought to life with the vision of The Red Sea, a key partner of the rally. Their invitation to explore the exceptional, unopened Shebara Resort added another layer of exclusivity to this landmark event in the MENA region, creating many unforgettable memories.