Luxury watches have always been about communicating more than the time, and some makers are showing off their sustainability programs
s watchmakers from around the world gather in late March in Geneva for one of the industry’s biggest events—the Watches and Wonders fair—Switzerland-based Oris will announce a luxury diver’s watch with a swirly blue and green dial. There’s nothing remarkable in that, except that the dial of the Oris X Bracenet is made of upcycled ghost fishing nets recovered from the ocean.
This could prove a thorn in the industry’s side. Deloitte’s 2022 annual report on the Swiss watch industry found “sustainability and environmental impact” is now the third most powerful driver behind a watch purchase for buyers in China, the world’s second largest importer of Swiss watches. With climate-conscious millennial and Gen Z consumers now purchasing luxury in greater numbers, the trend will likely gather momentum.But the luxury-watch industry appears to be waking up.
For consumers, luxury watches with clear sustainability efforts remain scarce. Some brands, like Oris, have used recycled materials. Two years ago, Panerai said it had set a record for the watch with the most recycled components, claiming the Submersible eLAB-ID was 98.6% recycled by weight. Ulysse Nardin used recycled fishing nets for the Ocean Race Diver’s case. Both were limited in production.
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