Story Highlight
– Fashion generates 90 million tonnes of waste yearly.
– Watches last generations, supporting circular economy naturally.
– Brands like Detrash utilize recycled and upcycled materials.
– Secondary market extends watch life through servicing and resale.
– Industry’s international travel poses significant environmental contradiction.
Full Story
Fashion is a significant contributor to global textile waste, generating approximately 90 million tonnes annually. In response to growing consumer demand for transparency and responsibility, companies in the automotive and technology sectors are increasingly investing in recycled materials and circular production practices. The luxury market is also shifting, as consumers become more mindful of sourcing, environmental effects, and long-term value.
The watch industry presents a distinct scenario within this sustainability debate. Unlike high-turnover sectors such as fast fashion or electronics, watches are crafted to endure, often lasting many years. A mechanical timepiece can be passed down through generations, with the vintage and pre-owned markets fostering a circular economy characterised by repair, refurbishment, and resale. Even prior to the trend of “circularity” entering corporate vocabulary, watchmaking had already integrated these principles into its practices.
This prompts an intriguing question: should the watch industry engage in the broader discussions surrounding sustainability that are prevalent in other sectors?
Some brands are certainly advocating for this perspective. Detrash, for instance, produces watches entirely from recycled and waste materials. Meanwhile, ID Genève has established its brand identity around circular manufacturing, utilising upcycled stainless steel and regenerated carbon fibre. Notable manufacturers such as Panerai, Oris, and IWC are also adopting recycled components and more sustainable packaging as part of their environmental, social, and governance (ESG) strategies.
However, while these actions are significant, they only represent part of the larger narrative.
One of the watch industry’s most compelling sustainability achievements may actually stem from the secondary market. Auction houses, specialised retailers, and collectors have dedicated years to preserving the longevity of watches through servicing, restoration, and resale. Each vintage watch traded exemplifies the circular economy that other luxury sectors are beginning to establish.
Wearing a single watch for three decades is inherently more sustainable than frequently replacing other luxury items that may go out of fashion.
Nevertheless, there remains a fundamental aspect of the industry that is hard to overlook. Despite the strides brands are making towards utilising recycled materials and adopting greener manufacturing processes, the watch sector is still reliant on considerable international travel. Journalists, retailers, distributors, collectors, and executives routinely fly around the globe to participate in launches, trade shows, factory tours, and promotional events, often for brief periods.
These experiences undoubtedly hold significance. In an industry where relationships are crucial, the opportunity to see new collections in person or to engage directly with manufacturers is invaluable. However, this reliance on travel represents a major environmental contradiction within the sector, one that tends to attract surprisingly little scrutiny.
This discrepancy exists partly because watchmaking does not encounter the same level of urgency as industries focused on disposability. The products are designed to be enduring, prioritising repair over disposal, and are often treasured across generations.
Nonetheless, as a rising generation of collectors increasingly prioritises sustainability alongside craftsmanship, heritage, and design, the dialogue around these issues is likely to expand beyond merely discussing recycled materials and sustainable sourcing practices.
The watch industry possesses many of the building blocks necessary for a sustainable future. The next challenge lies in determining whether it is ready to critically assess areas of its business model that may be more resistant to change.
Sustainability extends beyond production; it also encompasses the way businesses operate.
