One of our generation’s biggest enemie is time, or this is what we tend to think. We usually blame the time when things do not go as we wish them to happen. The phrases I do not have time for that or Oh my god, how did the time pass so quickly ?! are very common. In fact, time does not pass, we, as humans, pass through time, and we should take advantage of it as much as possible. But how can we keep track of time ? Watches are timeless accessories which can also be considered by many people just a simple touch to an simple outfit. In reality, watch brands have more to offer than just a beautiful piece of round metal. Living in a world dominated by pollution and unethical behaviour, the watch industry is looking forward to shift its manufacturing methods toward sustainability. Consumers are looking for products that share eco-friendly values, so that’s why watch brands try to mix unique design with responsible practices. Some brands try to redefine the meaning of luxury, changing the traditional methods of manufacturing watches and show interest in materials such as recycled metals. This article aims to investigate the prospects of sustainable watch brands, exploring how they put in practice ethical sourcing, eco-friendly values, reduction of waste, creating new ideas about blending the beauty of time with sustainability.
Chopard, Panerai, Richard Mille, Patek Philippe and Rolex are just a few examples of watch brands that already took initiative in changing the traditional method of manufacturing watches towards sustainable practice.
1.Chopard
In 2012, Chopard obtained its first certification from RJC (Responsible Jewellery Council) being recognised for their responsible business practices. They are also demonstrating their intentions to shift through sustainable practices in 2018 when they announced that they will use Ethical Gold from Peru and Columbia in the manufacturing process. 2014 came with the amazing Green Carpet collection which promotes eco-friendly values and in this collection they presented all sorts of watches produced under ethical behaviour. Chopard announced in 2023 within the event Watches and wonders a surprising movement in the production process of their watches. All future watches will be made out of Lucent Steel, an innovative material made out of recycled steel in proportion of 80% and which is 50% tougher than the original steel.
2.Panerai
Through time, Panerai has prioritized responsible sourcing of materials, making sure that its supply chain sticks to ethical and sustainable values. Since 2012 Panerai is a member of RJC (Responsible Jewellery Council), illustrating their commitment to maintain eco-friendly values . An example of its dedication to environmental responsibility is the use of eSteel material, which positions Panerai as the forefront brand of championing sustainable materials and processes. eSteel is a metal derived from pre-consumed recycled steel developed by Panerai. Through the production of eSteel, Panerai made a significant change in the reduction of CO2 emissions. The new Luminor Due Prada Re-Nylon collaboration by Panerai and Prada is a sustainable watch crafted from ECONYL®, a 100% recycled nylon from pre (50%) and post-consumer (50%) materials such as fishing nets, discarded nylon, carpet and industrial waste.
3.Richar Mille
Richard Mille illustrate their commitment to eco-friendly values by utilises lightweight, durable, and recyclable materials such as carbon nanotubes, LITAL® alloy, and graphene. These materials are innovative and contribute to the changing of the perspective of sustainable luxury watches. Richard Mille watches are designed with responsibility and ethical behaviour in mind. For example, they use synthetic sapphire crystal, which is highly scratch-resistant and long-lasting, reducing the need for replacements. They also took action regarding the manufacturing process. To ensure minimal material wastage and optimal energy use, they have introduced advanced precision engineering. RM 50-03 McLaren F1 is a watch model made out of graphene, an innovative and unique material that is strong and environmentally friendly, demonstrating the brand’s commitment to innovation and sustainability.
4.TAG Heuer
TAG Heuer supports sustainability through partnerships like the World Surf League and eco-conscious designs (Aquaracer collection). They follow the Responsible Jewellery Council principles by monitoring suppliers for social and human rights risks. They ensure their diamonds comply with the Kimberley Process which is an international, multi-stakeholder trade regime born in 2003 to rise transparency and oversight in the diamond supply chain with the purpose of eliminating trade in conflict diamonds. TAG Heuer meets the LVMH Initiatives For the Environment (LIFE) 360 program requirements, putting in application energy-saving guidelines globally and running annual risk assessments with action plans for suppliers. Also, they reduce their environmental impact through energy-saving initiatives. To prove their commitment to ethical values, TAG Heuer creates the new TAG Heuer Aquaracer Professional 200 Solargraph collection. A 34mm timepiece designed for outdoor adventures, featuring a unidirectional rotating bezel, screw-down crown, and water resistance to 200 meters. Through this model, they managed to blend elegance and functionality. The Solargraph movement, developed with Manufacture La Joux-Perret, uses solar energy for power, eliminating battery changes and ensuring long-lasting performance.
5.Rolex
Rolex is one of the most popular watch brands and that’s why it was mandatory for them to implement sustainable manufacturing into their practices. They demonstrate their commitment to eco-friendly values by employing Oystersteel, a highly durable and corrosion-resistant steel, ensuring longevity and reducing waste. They also incorporate recycled gold and platinum in their manufacturing, contributing to the rise of eco-friendly luxury watches. Rolex has performed recycling and waste management protocols, recycling metals, oils, and other materials used in the production process to reduce their environmental trace. Rolex made sure that all the metals and gemstones used were sourced responsibly, holding on to the highest standards of ethical sourcing. Through the Rolex Awards for Enterprise, the company carries individuals and organizations making significant contributions to environmental conservation, funding projects that address key sustainability challenges worldwide. Rolex’s manufacturing facilities are designed with sustainability in mind. They utilize energy-efficient systems, including advanced heat recovery and water recycling processes. Rolex’s headquarters in Geneva is powered fully by renewable energy sources, setting an example for luxury watches and sustainability. Oyster Perpetual is a Rolex watch model known for its durability and for the fact that it incorporates sustainable manufacturing processes and responsibly sourced materials.
To conclude, sustainable watch brands mix style with responsibility, being able to sell watches that respect both craftsmanship and the planet. By choosing them, customers demonstrate their responsible behavior and pursue a step toward a timeless, eco-conscious future.
