How Sustainable Are Luxury Watches?

They’re always in demand. But how sustainable are luxury watches? We take a deep dive

By Diane Small

In recent years, terms like “sustainability,” “eco-friendly,” and “positive social impact” have become integral to the marketing strategies of luxury brands. This shift has largely been driven by the increasing influence of younger generations. Namely, Millennials and Generation Z.

Often described as “conscious consumers,” these groups are deeply invested in the environmental and social consequences of their purchasing choices. And they tend to favour brands that align with their values.

But why should brands take notice of what these generations think? According to a report by McKinsey & Company, affluent members of these generations are now responsible for 85% of global luxury sales growth. This remarkable purchasing power compels luxury brands to be more sustainable order to remain relevant.

Interestingly, even high end watch brands, typically slow to adapt to market changes, have been at the forefront of this movement. And today, “sustainable luxury” is a key phrase for these watch brands.

What Makes a Watch Sustainable, Ethical, or Eco-Friendly?

Creating sustainable luxury watches involves a variety of considerations. Sustainable timepieces are often handcrafted, artisan creations made from materials that are responsibly sourced.

Eco-friendly watches are those crafted from low-impact materials and produced using eco-conscious methods. The specific features to look for depend on the values you hold dear.

A truly sustainable watch brand takes proactive steps to minimise negative environmental effects, both in production and manufacturing.

Materials to Consider:

Recycled Materials: Materials such as recycled plastic or metal are a hallmark of eco-friendly watchmaking. Brands that disclose their use of recycled materials show a commitment towards producing sustainable luxury watches.
Vegan Leathers: While vegan leather is always a more ethical choice, not all vegan leather is sustainable. It’s essential to check that vegan leather options are free from PVC, PU, and toxins. Some excellent alternatives include Pinatex or cork.
Reclaimed or Responsibly Sourced Wood: Wooden watches, when crafted by artisans, can be very sustainable if the wood is sourced responsibly. Look for brands that disclose where their wood comes from. Also check if they use upcycled woods in their sustainable luxury watches.

Makers Of Luxury Watches Aiming To Be More Sustainable

IWC Schaffhausen

This luxury watchmaker has been a pioneer in sustainable business practices for over a decade. This commitment has earned the company numerous accolades, such as the Walpole Award for Excellence in Corporate Social Responsibility in 2012. They also got the Bronze Award for sustainability at the 2017 International CSR Excellence Awards.

What were those awards based on?

Well, the company’s headquarters and nearby manufacturing centre run on renewable energy. And IWC has implemented several initiatives to boost its environmental efforts. For example? IWC sources recycled gold whenever possible, from a refinery powered by renewable energy.

In 2018, IWC became the first Swiss luxury watch brand to publish a sustainability report following Global Reporting Initiative Standards.

Additionally, IWC collaborates with charitable organisations like the Laureus Sport for Good Foundation and the Antoine de Saint-Exupéry Youth Foundation. These efforts have led to the creation of the popular Le Petit Prince edition watch, which has gained a cult following among collectors.

While IWC has become a model of sustainability in the luxury watch sector, other brands are also stepping up to produce sustainable luxury watches, too.

Chopard

Since 2013, luxury watch and jewellery brand Chopard has been dedicated to its “Journey to Sustainable Luxury.”

The company has been a member of the Responsible Jewellery Council (RJC) since 2010. They also maintain their certification under the RJC Code of Practices (COP). This covers human rights, environmental protection, and product transparency.

Chopard is particularly renowned for its commitment to sourcing 100% ethical gold. This is ourced through two traceable methods.

The first is artisan mined gold from small-scale mines participating in the Swiss Better Gold Association (SBGA). This ensures that no ecological damage is done from these small mines. It also ensures the RJC Chain of Custody gold from certified refineries.

They also use Fairmined and Fairtrade schemes, which ensures minimal environmental impact, and that all workers are paid fairly for their goods and services. In fact, by By 2017, Chopard was the largest buyer of Fairmined gold, having acquired over 85% of all Fairmined gold produced, which it used in crafting its luxury timepieces.

Linde Werdelin

Not all watchmakers are major brands! Niche companies like Linde Werdelin are also embracing sustainability.

Linde Werdelin was recently honoured as the Circular Economy Pioneer of the Year by Positive Luxury. For years, the brand has focused on minimising its environmental impact by optimising its design and manufacturing processes. They are also transitioning to fully recyclable and reusable packaging. And did you know that they offer a gender pay policy, with 60% of their team being female?

Another key sustainability move for Linde Werdelin was the creation of its in-house platform for pre-owned watches. This allows their customers to buy certified, restored timepieces that significantly extend the life of the product.

This shift to offering pre-owned watches has since been adopted by other prestigious watchmakers like Audemars Piguet, MB&F, and Urwerk.

This approach is based on the principles of the circular economy, which aims to reduce waste by reusing resources. As a result, the pre-owned luxury watch market has experienced a notable increase in interest, as watches built with durable materials, serviceable components, and robust construction can often outlast their original owners.

In fact, vintage timepieces from decades ago remain highly sought after for daily use due to their enduring quality. Of course, these sustainable luxury watches contribute to reducing the demand for new production.

The Future of Sustainable Luxury Watches

Luxury watch brands are unlikely to stop producing new collections. But the emphasis on sustainability will only continue to grow.

More companies will likely introduce certified pre-owned watch programs and adopt more responsible manufacturing and supply chain models to better align with consumer demand for eco-conscious products. And of course, for truly classic watches, the vintage market will only continue to grow.

The future of sustainable luxury watches looks bright as both large and small brands listen to their customers’ growing preference for products that align with their values.

After all, consumers are speaking, and luxury brands seem to be listening.

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Diane Small

Senior Features Writer at Eluxe Magazine

A University of Texas journalism graduate and serious chocolate enthusiast, Diane was a sub-editor at the Houston Chronicle before falling pregnant. Today, she is the proud mom of two kids under the age of three, and freelances for Eluxe in between nappy changes and feedings.