In recent years, sustainability has gained traction in the Swiss watch industry. However, the sector remains divided—from instances of greenwashing and a lack of transparency to genuine efforts to adopt sustainable practices. Notably, progress is evident, and reverting to old methods is no longer an option
The 2018 World Wildlife Fund (WWF) report highlighted that many Swiss luxury brands were failing to meet environmental standards, raising concerns about their transparency and ecological impact.
The study emphasized that the luxury watch sector’s environmental footprint is significant, largely due to raw material sourcing and a lack of clarity regarding carbon emissions in supply chains. Switzerland houses half of the world’s largest watch companies, making it a key player in the global market. The watch and jewellery sectors account for over half of the world’s gold demand, with a substantial portion refined in Switzerland. But why should watch brands prioritize sustainability? What advancements have been made? And how can consumers influence brand accountability? This article explores these questions.
Since 2018, promising signs of improvement have emerged. Consumers visiting the websites of brands from the WWF study can now see enhanced communication about sustainability initiatives and action plans. Notably, many brands:
- Maintain dedicated sustainability pages and publish reports aligned with international standards.
- Measure and report on their greenhouse gas emissions and carbon reduction targets.
- Engage in environmental preservation initiatives, such as using 100% renewable energy, solar panels, and circular water systems, while eliminating single-use plastics.
- Adhere to international diamond trade standards, committing to removing conflict diamonds from their supply chains.
CIRCULARITY IN LUXURY WATCHES
Several brands and start-ups have embraced circular economy principles in their production. For instance, Swiss start-up ID Geneve introduced the Circular One, the world’s first watch with a fully recycled stainless steel case made from locally sourced watchmaking and medical waste. The brand won the Swiss Luxury Innovation Award in 2021.
The Circular One features refurbished ETA movements, and its straps are crafted from vegan textiles made from grape pomace. In 2022, ID Geneve launched the “Treekind” strap collection, which is entirely compostable and free from plastic and synthetic dyes. Additionally, their packaging is made from seaweed biomass, ensuring complete compostability.
INNOVATIONS IN SUSTAINABLE LUXURY WATCHES
In 2022, Maurice Lacroix introduced the Aikon #tide, featuring an innovative upcycled composite for its case, bezel, and buckle. Developed in partnership with Tide Ocean SA, this collection repurposes plastic waste collected from oceans around Thailand, the Philippines, and Indonesia. The resulting material is twice as hard and five times stronger than conventional plastics, boasting a carbon footprint significantly lower than that of standard PET.
Similarly, Alpina launched the Seastrong Diver 300 Calanda, crafted from Thyssen Krupp’s certified 100% recycled PuReSteel, primarily sourced from the maritime industry. This process conserves energy and reduces CO2 emissions, highlighting steel as the most recycled material globally.
PREPARING FOR GENERATION Z
Consumer interest in sustainability has surged, but price and aesthetics remain significant factors in purchase decisions. A 2022 Deloitte survey revealed that while 32% of respondents prioritized sustainability when comparing brands, an equal percentage valued aesthetics over eco-friendliness.
Industry executives recognize changing consumer behavior and a desire to reduce carbon footprints as critical drivers for brands to invest in sustainability. Ethical sourcing and human rights emerged as the top priorities for both consumers and industry leaders, overshadowing aspects like recyclable packaging and corporate donations.
THE POWER OF CONSUMER CHOICES
By 2025, Generation Z and Millennials are expected to comprise 70% of the global luxury goods market, seeking brands that demonstrate a commitment to sustainable practices. Consumers can promote sustainability by purchasing from the Certified Pre-Owned Market, opting for leasing models, or pre-ordering to prevent overproduction.
Moreover, choosing brands that are transparent about their carbon footprints and the origins of their materials, including the use of recycled precious metals, can further drive industry change.
Ultimately, purchasing a luxury watch should signify more than just an emotional experience; it should reflect a commitment to healing our planet. In the future, consumers may no longer accept watches produced through unsustainable practices, setting a new standard for the industry.