Sustainability in luxury watchmaking: how the industry is shaping a greener future
- Waltana
- Sep 30
- 5 min read
Updated: Nov 11
The new era of sustainable luxury
Luxury watches have always stood for timelessness — handcrafted artistry designed to be passed down for generations. Yet, in today’s world, true luxury is no longer measured only in design or rarity. In fact sustainability is a key question that matters increasingly.
The conversation around sustainable luxury watches is growing rapidly. From the sourcing of precious metals to the packaging that accompanies each timepiece, watchmaking maisons are rethinking their practices to align with modern values of responsibility, transparency, and environmental stewardship.
This article explores how leading Swiss brands are integrating eco-friendly watchmaking into their DNA, the innovations shaping the industry, and what it means for collectors investing in timepieces today.
Why sustainability matters in watchmaking
Unlike many consumer goods, watches are inherently sustainable in one sense: they are designed to last. A mechanical watch, properly maintained, can run for decades or even centuries. Yet, the processes behind these creations — mining metals, cutting gemstones, producing components, and global distribution — leave a carbon footprint.
Consumers, particularly younger generations, increasingly expect luxury brands and ESG (Environmental, Social, Governance) practices to align with their values. Ethical sourcing, reduced emissions, and fair labor practices are no longer optional add-ons but key parts of a brand’s reputation.
For collectors, knowing that a luxury watch embodies not only exceptional craftsmanship but also ethical watchmaking adds another layer of value.
Brands leading the way in sustainable watchmaking
Rolex: subtle but strong commitments
Rolex approaches sustainability with the same rigor it applies to watchmaking. The 2023 Sustainable Products Report outlines several concrete initiatives:
Eco-design & life-cycle analysis: Rolex now integrates eco-design criteria and uses life-cycle analysis to guide decisions on materials, production, and packaging.
Lead-free alloys: since 2019, all dials have been lead-free. The target by 2025, was to use only lead-free alloys in all new movements.
Sustainable machining: mineral-oil cutting fluids are being phased out in favor of European-sourced vegetable-oil esters, free of palm oil.
Recycling & circular economy: precious metals like gold and steel are systematically recovered and recycled. In 2023, Rolex recycled 1,395 kg of tungsten carbide from suppliers and launched a pilot program reintegrating Oystersteel production waste into new alloys.
Eco-friendly packaging: a redesigned watch box—launching in 2024—cuts petroleum-based plastics from 92% to just 6%, reducing greenhouse gas emissions by 46%.
Product longevity: Rolex guarantees spare parts for 35 years after a model is discontinued and services ~450,000 watches annually.
Rolex’s approach is evolutionary rather than revolutionary, but deeply rooted in durability and circularity. For collectors, this means a Rolex is not only timeless in design, but increasingly responsible in its making.
Patek Philippe: sustainability rooted in longevity
Patek Philippe aligns sustainability with its philosophy of timelessness and heritage:
Longevity at the core: the brand commits to repairing every watch made since 1839, ensuring each piece can be kept in circulation for generations.
Ethical procurement: materials are sourced under strict ethical guidelines, with regular reviews to ensure responsible supply chains.
Environmental impact reduction: at its Geneva manufacture, Patek Philippe prioritizes renewable energy use and optimized resource management to reduce its carbon footprint.
Circular value: by emphasizing repairability and durability, Patek Philippe strengthens the concept of a watch as an heirloom, not a disposable product.
Patek Philippe demonstrates that true luxury is built to last — sustainability here means permanence, ethical sourcing, and multi-generational value.
Audemars Piguet: science-based targets and renewable energy
Audemars Piguet is one of the most transparent maisons when it comes to measurable environmental goals:
Science-based targets: joined the Science Based Targets initiative (SBTi)Â in 2024, committing to cut Scope 1 & 2 emissions by 42% and Scope 3 by 25% by 2030.
100% renewable energy: all Swiss sites already operate on renewable heat and electricity.
Sustainable construction: new facilities, such as the Manufacture des Saignoles, integrate green roofs, photovoltaic panels, and biotopes to minimize environmental impact.
Circular supply chain: AP is increasing transparency with suppliers and setting strict standards for sourcing raw materials.
Conservation initiatives: through the Audemars Piguet Foundation, the brand supports global reforestation and preservation of cultural heritage.
Audemars Piguet combines bold environmental targets with concrete local actions, making it one of the leaders in Swiss watchmaking sustainability.
Jaeger-LeCoultre: craftsmanship and environmental care
Jaeger-LeCoultre integrates environmental responsibility into its historic Vallée de Joux manufacture:
Science-based targets: joined the Science-Based Targets Initiative (SBTi) and their goals include:
• Reduce absolute Scope 1 & 2 GHG emissions by 46% by 2030 (base year 2019).
• Reduce Scope 3 emissions from purchased goods & services and business travel by 55% per dollar value added by 2030 (again base year 2019).
Plastic reduction: phasing out PVC in packaging and cutting single-use plastics by over 90% in certain areas.
Biodiversity initiatives: installed on-site beehives that now house more than 500,000 bees, reinforcing local ecosystems.
Sustainable sourcing: diamonds and gemstones comply with the Kimberley Process and CITES standards.
Eco-conscious restoration: restored the historical Le Chalet building using sustainable construction practices, preserving heritage with minimal environmental impact.
Tudor: Responsible sourcing and traceability
Tudor, Rolex’s sister brand, is sharpening its sustainability profile with a focus on sourcing and innovation:
Responsible sourcing: active monitoring of high-risk materials (gold, tin, tungsten, tantalum) with an alert system for supply chain issues.
Circular economy focus: working on eco-design initiatives to minimize environmental footprint across product lifecycles.
Material innovation: introduced lightweight, durable carbon fibre cases, reducing material use while enhancing performance.
Transparency efforts: increasing disclosure around supplier practices and aligning with global sustainability standards.
Other Leaders: Panerai, IWC, Chopard, Cartier, Breitling
Panerai: Pioneering recycled materials in the Submersible eLAB-ID.
IWC: Transparent sustainability reporting since 2018.
Chopard: Industry-first commitment to 100% ethical gold.
Cartier: Co-founded the Watch & Jewellery Initiative 2030Â with Kering.
Breitling: Eliminated traditional boxes in favor of recycled PET packaging.
The future: responsible luxury as the new standard
Sustainability in watchmaking is not a passing trend. As global attention on climate change and ethical business intensifies, responsible watchmaking will become a hallmark of prestige.
Expect to see:
Wider adoption of recycled metals and bio-sourced materials.
Increased transparency with third-party certifications.
Greater emphasis on circular economy practices, including watch recycling and buy-back programs.
In the future, a luxury watch will not only symbolize timeless design and craftsmanship but also responsible values — an heirloom with a conscience.
Investing in watches with a conscience
At their core, luxury watches embody permanence — objects crafted to last a lifetime and beyond. By embracing sustainable luxury watchmaking, brands are ensuring their creations reflect not only artistry but also environmental and social responsibility.
For collectors, owning such a piece represents more than a financial investment; it is a statement of values, where heritage meets responsibility.
Explore our curated collection of luxury timepieces — timeless investments that combine Swiss craftsmanship with lasting value.
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