In June 2021, Blancpain announced its partnership with Oceanographic Magazine and its Ocean Photography Awards (OPA). To mark the occasion, the Manufacture de Haute Horlogerie created the special Female Fifty Fathoms (FFF) Award to encourage more women to share their vision of the oceans. The competition organisers and Blancpain revealed the winners at an event held at the Brand's London Boutique on Thursday 16 September. The event also marked the launch of a pop-up exhibition, which will run until 20 October at 11 Bond Street. In parallel, on 18 September, an open-air gallery will be set up along the Thames (The Queen's Walk) to present the winning photographs to the general public with the aim of raising awareness of the beauty of the oceans.