HOW TO TELL TIME WITH SUSTAINABLE LUXURY: BREITLING WATCHES
By: Hillary LeBlanc
Just as a diamond is forever, so is our planet. Consumers and brands have the power to shape the future of fashion. Luxury sustainability is a harmonious blend of high-end fashion and the planet’s well-being. It is not just about high-end clothing, but also about the principles behind its creation. While many consumers are re-shaping their habits to be more Eco-conscious, those shopping in luxury may find it more difficult to do so.
Accessories in fashion are starting to get more attention; we are seeing an increase in conversation around sustainability efforts ranging from lab-grown diamonds and equitably sourced metals. This conversation is now including one of the pillar accessories: watches. But how do luxury watch brands enter the Eco-friendly conversation? Global brand Breitling has managed to do so while remaining true to their luxury essence.
Image Courtesy of Breitling
Breitling is a luxury watch company that has been around for 140 years and was founded by Léon Breitling in Switzerland. The company has been at the forefront of innovation, patenting a pocket-watch’s tachymeter, improving the way chronographs have told time over the century, developing products for aviation as well as underwater expeditions and leading to the invention of the Navitimer for space exploration.
When thinking about sustainability within watches, you want to consider how the metals are sourced, all packaging the items come in and any recyclable materials for straps. All of these considerations are outside of further thoughts to the company’s values, alignment and future goals for sustainable practices.
Image Courtesy of Breitling
When it comes to sustainability, Breitling is also putting innovation first, where they dub themselves a “Squad on a Mission to do better”. The company is improving the social and environmental impact of their products by sourcing artisanal and small-scale gold, lab-grown diamonds, upcycled packaging and sustainable straps.
The Solar Impulse Foundation, which names products and processes that can help solve environmental issues while benefiting the economy named the Breitling new sustainable packaging has been named as one of the 1000 Solutions that can protect the environment in a profitable way. The Solar Impulse Efficient Solution Label is the only evaluation available today that certifies the economic profitability of products and processes that protect the environment. It is awarded following a rigorous evaluation process carried out by a pool of independent experts. Beyond packaging, Breitling has committed to 100% renewable energy across all headquarters by 2025 as well as zero plastic waste.
Image Courtesy of Breitling
Breitling, a fan of collaboration, has also partnered with like minded organisations. Outerknown has partnered with Breitling to bring them sustainable watch straps.
Most ethical and sustainable brands go beyond simply selling products and allocate a portion of their profits to support causes, non-profits, or communities that they are passionate about, it is another authentic way to demonstrate care for the planet. Breitling supports the Surfrider Foundation, a non-governmental organisation devoted to fighting for coastal preservation and clean oceans. Since 2006, the Foundation has won over 800 long and short-term campaigns aiming for legislative change, which have led to hundreds of significant coastal protection victories.
Breitling also supports SUGi, “which offers a sustainable, scalable, and successful framework for addressing ecosystem loss while generating employment by empowering indigenous communities”. SUGi has created more than 80 forests in 12 countries around the world. It is also a part of the Trillion Tree Initiative, launched by the World Economic Forum in 2020, which is a platform promoting a global movement to conserve, restore and grow one trillion trees by 2030. Since partnering with SUGi in 2020, Breitling has planted 10,500 trees of 200+ native plant species on 3,000 square meters across four forests in 14 countries. Breitling has also helped distribute 2,000 bicycles through Qhubeka, a global charity that connects communities through bicycles across Africa.
It is crucial for businesses to operate with a deeper purpose beyond just selling goods and services, particularly when their products have an ecological impact. Breitling has also developed a clear and time-bound plan to achieve absolute emission reductions in line with the Paris Agreement goals by 2032. an impressive but important goal.
When it comes to the future of mother earth, Brietling has managed to create timeless timepieces that ensure eco-concious luxury. It goes without saying that it is and exciting ‘time’ for positive change for fashion and the planet.