Luxury watch brands are not just a symbol of prosperity and exclusivity but also thought leaders in the world – when a brand such as Chopard takes an initiative, heads turn. For this reason, it is of the utmost importance that luxury watch brands take eco-friendly initiatives to turn the luxury goods industry, and hopefully all industries in turn, in a better direction.
This Earth Day, we take a look at 5 of the most environmentally-aware luxury watch brands and how they stand up for the good cause. Their timepieces are the epitome of modern elegance, combining the finest materials and craftsmanship with a commitment to sustainability. They make for the perfect choice for the discerning individual who cares about both style and the environment.
Chopard is one of the most committed luxury brands that are, in their own words, on “a journey to sustainable luxury”. They follow a strong commitment to ethical sourcing.
The gold that Chopard uses is mined from Peru and Columbia, from mines which uphold fair and ethically-correct working conditions, no child labour laws, and environmentally-responsible practices. The same goes true for their fairmined diamonds and other gemstones. They also ensure that the entire process produces minimal carbon footprint.
Chopard is also pioneering recycling in the luxury watch industry; Chopard made the groundbreaking announcement at Watches and Wonders 2023 that all of their future steel timepieces will be made with the sustainable Lucent Steel™, whose recycled steel proportion stands at an astounding 80% or higher. It is also 50% harder than traditional steel.
One of the outstanding watches using a Lucent Steel™ case is the Mille Miglia Classic Chronograph. The ultra-legible dial, combined with its race-inspired design, hues, and strap, reinforces the Mille Miglia Classic Chronograph’s exuberant vitality. The dial’s edge epitomizes automobile inspiration, accentuating its lineage and heritage.
Breitling partners with various organizations, namely Ocean Conservancy, Qhubeka, and the Solar Impulse Foundation, to support environmental causes and promote sustainable practices. This means that the brand helps the planet beyond sourcing and manufacturing their timepieces ethically.
One of their eco-friendly watches is the Superocean Heritage 57 Outerknown, that features a strap made from recycled nylon wastes gathered from the ocean, called ECONYL.
IWC Schaffhausen have taken their commitment to changing the luxury watch industry very seriously – they saw a 90% reduction in the use of plastic in their packaging, are making their entire supply chain green, and sourcing their materials from sites that have no human rights abuses or environmental abuse. IWC uses 100% renewable energy and keeps recycled materials in their production loop. They even ensure that the water used in production is returned back to its source, ensuring minimal impact on the planet while staying true to their watchmaking philosophy.
One of the ways IWC Schaffhausen reduces their impact on the environment is by using straps made with low-impact paper-based materials, like in the Portugieser Chronograph.
Green luxury watch brands are the embodiment of the modern era – the modern consumer is more conscious of their choice and their impact than ever before. As the entire industry changes for the good of the planet, it inspires us to make better choices in our own lives, from our habits to our consumption choices.