Sustainability in Watches: A Story in 6 Pieces

The landscape of the watch industry has undergone a significant transformation in recent years, with sustainability emerging as a pivotal focus area for brands worldwide. This shift is not merely a response to external pressures but rather a fundamental change in mindset within the industry itself. In this article, we delve into the evolution of sustainability within the watch trade, exploring key milestones and initiatives that have shaped its trajectory.

The Evolution of Sustainability

Traditionally, discussions within the watch industry revolved around topics such as currency strength, the Swiss Made label, and the rise of smartwatches. However, in recent years, sustainability has emerged as a central theme, reflecting a broader societal shift towards environmental consciousness and ethical consumption.

A pivotal moment came in 2017 when Deloitte Switzerland conducted its annual study on the Swiss watch industry. At the time, sustainability was not a prominent topic among brand executives. However, fast forward to 2023, and the landscape had changed dramatically. Deloitte’s latest study revealed a significant shift in mindset, with sustainability now firmly integrated into the strategic agendas of major players in the industry.

Internal Motivation Driving Change

What sets this shift apart is the motivation behind it. While previous investments in sustainability were largely driven by external pressures such as consumer demand and brand image considerations, today’s focus stems from within the industry itself. According to Karine Szegedi of Deloitte Switzerland, sustainability is now part of the executive conversation, signaling a fundamental shift in mindset.

This internal motivation has led to a broader commitment to sustainability across the industry, transcending mere marketing rhetoric to become a core component of brand strategy. As a result, sustainability is no longer relegated to the sidelines but rather occupies a central position in shaping the future direction of the watch trade.

Pioneering Initiatives

To understand the journey towards sustainability in the watch industry, it is essential to examine pioneering initiatives that have paved the way for change. While some brands have chosen to address sustainability discreetly, others have taken a more proactive approach, championing environmental and social responsibility goals.

One such initiative is the Watch and Jewelry Initiative 2030, a membership organization committed to driving progress towards sustainability within the industry. By setting science-based targets and fostering collaboration among stakeholders, the initiative aims to create a more sustainable future for watchmaking.

Behind the Scenes: IWC’s Approach

While some brands have embraced sustainability as a central tenet of their brand identity, others have chosen a more understated approach. Take IWC, for example, a brand known for its craftsmanship and innovation. While sustainability may not be front and center in their marketing campaigns, it is deeply embedded within their ethos.

Rather than promoting eco-credentials through specific timepieces, IWC is committed to addressing sustainability behind the scenes. This includes initiatives such as reducing environmental impact across their supply chain and implementing responsible sourcing practices. By taking a holistic approach to sustainability, IWC exemplifies the notion that actions speak louder than words.

A Positive Shift: WWF Switzerland’s Perspective

The journey towards sustainability in the watch industry has not been without its challenges, but there are signs of progress. According to Damian Oettli of WWF Switzerland, there has been a noticeable change in the way companies approach sustainability.

While initial efforts may have been superficial, such as changing packaging or engaging in charity projects, there is now a greater emphasis on addressing materiality issues within supply chains. This marks a significant step forward as companies begin to take ownership of their environmental impact and work towards meaningful change.

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