Story Highlight
– Oris emphasizes sustainability as core company philosophy.
– CEO advocates for responsible practices beyond marketing strategies.
– Initiatives include collaborations for ALS and environmental restoration.
– Focus on holistic partnerships enhances authenticity and sales.
– Younger generation increasingly values sustainable brand practices.
Full Story
In the watchmaking sector, Oris CEO Rolf Studer advocates for a redefined understanding of sustainability, emphasizing its core importance to the brand’s identity rather than merely a marketing tactic. Studer points out that while many in the industry have downplayed sustainability, Oris has remained resolute in its commitment to the cause.
In an interview with WatchPro, Studer provided insights into Oris’s sustainability initiatives, stating that accountability is at the heart of the brand, especially as one of the few remaining independent watchmakers. “Sustainability is a big topic for us,” said Studer. He elaborated that it incorporates not only environmental considerations but also economic and social dimensions. The brand’s efforts are reflected in its products and collaborations aimed at making a positive impact.
One notable initiative is the recent launch of the Lou Gehrig Limited Edition watch, which raises both funds and awareness for ALS. This project supports the ALS Foundation, championed by Gehrig’s wife, with a portion of the sales going to aid the charity. “[Our approach] is a fully considered, 360-degree approach — and the same is true of our environmental initiatives,” Studer explained.
Studer highlighted that while Oris’s watches do not change the world, the brand aspires to encourage buyers to act responsibly. He noted, “We believe that people who are in a position to buy a mechanical watch are often the ones who can make a difference.” This emphasis on the human element is crucial for genuine engagement in sustainability, countering the trend of superficial measures within the industry.
Studer expressed concern about the outdated practices that still dominate much of the watchmaking landscape, likening the industry’s current state to a “feudal” system. He believes that sustainability must be woven into the company’s ethos rather than treated as an afterthought. He stated, “We see ourselves as the citizens of this industry… There is no pretension.”
In addition to the Lou Gehrig project, Oris has expanded its environmental efforts with initiatives like the Great Barrier Reef Limited Edition series, which demonstrates its long-term dedication to marine conservation. Studer remarked on the irony of the watch industry’s persistent reliance on unsustainable practices, contrasting it with the inherent longevity of high-quality timepieces.
In response to the perception that younger consumers are more environmentally conscious, Studer noted that it transcends demographics. He suggested that a mindset focused on sustainability can resonate with people of all ages, although younger generations may have a heightened awareness. “Ultimately, it comes down to whether a person is receptive to the whole idea,” he added.
The conversation then turned to sustainability as a collective industry issue. Studer believes that a shift in mindset is needed, where brands should view sustainability not as a marketing narrative but as an integral lifestyle principle. He advocates for a more humble approach to craftsmanship, where products are appreciated not just as luxury items but as meaningful creations.
Studer also pointed out impactful initiatives like the Billion Oyster Project in New York, which aims to restore an essential marine habitat. This local project exemplifies how sustainability efforts can engage communities and create lasting benefits, diverging from the more common, distant environmental projects that lack connection.
Oris has also partnered with various organisations in China, shedding light on lesser-known environmental efforts, which may challenge prevailing notions about the country’s environmental impact. “We support these organisations financially, but equally importantly, we give them a platform,” he noted, underscoring the importance of visibility for such initiatives.
Regarding collaboration with charities, Studer revealed that Oris seeks input from partners on design, ensuring that creations resonate authentically with their goals. He affirmed, “When the partnership is authentic, when the collaboration runs deep… the more holistic it is, the more it resonates.”
Overall, the company’s commitment to genuine, sustainable practices is reflected in their work and its reception in the market. Studer concluded by asserting that sustained dialogue about sustainability, regardless of trends, demonstrates commitment. Emphasizing authenticity in all initiatives remains crucial for Oris as it navigates the complexities of modern watchmaking.
