These Watchmakers Are Embracing Sustainability and Purpose in Luxury

With younger consumers appreciating the values of upcycling and pre-owned luxury, watchmakers have steadily moved towards incorporating responsible luxury principles. The most prominent advocate among them is Chopard. It was first certified by the Responsible Jewellery Council in 2012 and introduced its first ethical gold product, the Palme d’Or in 2014. By 2018, Ethical Gold – which is new gold sourced from certified artisanal mines that apply responsible mining practices and Chain of Custody gold from RJC-certified refineries – was used across all its jewellery and watches. Beyond that, it has also powered its manufactures using renewable sources and developed closed-loop systems to minimise wastewater usage.

More recently, Chopard has incorporated recycled material in its stainless steel watches with Lucent Steel. The patented steel material is anti-allergenic and has greater lustre and hardness than conventional steel. It also reduces the watchmaker’s carbon emissions significantly, since steel is the most commonly-used case material across the entire industry. Lucent Steel was first introduced in the Alpine Eagle collection in 2019, and is now used across the brand.

There are few collectors and watch enthusiasts who are unfamiliar with Blancpain’s ocean-venturing history. The inventor of the first modern diving watch has long been associated with the heroic professional divers and depth-plunging documentarians of the mid-20^th century. The Fifty Fathoms was born out of a need to gauge time underwater and has pledged to protect our oceans time and time again. The President of Blancpain, Marc A. Hayek, is an avid diver and the gentleman who revived the Fifty Fathoms over 20 years ago. When Blancpain celebrated the collection’s 70^th anniversary, he once again assured audiences of the brand’s Ocean Commitment (BOC).

The most recent Blancpain Ocean Commitment limited edition is the new Fifty Fathoms Tech BOC IV, which builds on the professionally designed Tech Gombessa released in 2023. The Act 2 of Blancpain’s tripartite release for the 70^th anniversary of the Fifty Fathoms was targeted at closed-circult rebreather divers, with a 3-hour diving scale to match their equipment capabilities. With an industrial look inspired by vintage depth gauges, the 45mm case of the BOC IV is housed in hypoallergenic and corrosion-resistant grade 23 titanium, with a helium escape valve to prevent gas intrusion at depths of 300 metres.

TUDOR’s sustainability efforts in the past were tied to its parent company’s programmes, which are diverse and focuses on empowering people who are fighting to protect our living planet’s perpetual beauty. In more recent years, it has established its own sustainability guidelines with guidance from various frameworks that cover every aspect of the company’s operations. This begins from its manufacturing in Le Locle, which is set up as an agile industrial model that minimises waste and maximises efficiency based on customer demands.

Focusing on how it can co-exist within its natural environment, the building has been carefully placed to minimise any impact to its surroundings. It is supplied with renewable energy sources and there are a range of different technologies used to provide comfort to employees while reducing energy usage. Of course, in the sourcing of materials, TUDOR has also turned to recycled precious materials as much as possible, recognising that mining new material leaves a lasting impact on nature and is resource intensive.

Cartier’s actions in driving corporate responsibility in the jewellery and watchmaking industries are equally impactful to its Philanthropy arm. As a founding member of the Responsible Jewellery Council in 2005, it developed strong guidelines for the entire value chain designed to protect the planet and people working in these industries. It is also currently leading the Watch & Jewellery Initiative 2030, which commits its members to deliver measurable impact in climate resilience, resource preservation, and ensure representation for all stakeholders.

NORQAIN is a young, family-owned independent watchmaker with a sustainable long-term vision. Its pragmatic approach to production – in small batches and applying high-tech, low-waste solutions – is highly efficient and minimises wait times with maximum customisations. The Independence Wild One is one such model, with a configurator that can be accessed right on a smartphone. It features the brand’s shock-absorbing, multi-layered case construction with a proprietary carbon fibre called NORTEQ, which is remarkably light and robust.