The Ultimate Guide to Sustainable Watch Brands: Timeless Style Without Compromise

It all started with a birthday gift.

A few years ago, I received a sleek, stylish watch from a big-name brand. At first, I was obsessed with it—it felt like wearing confidence on my wrist. But after diving into how it was made, my feelings changed. That polished steel? Mined in ways that stripped land and polluted rivers. The leather strap? Not exactly cruelty-free. And the brand’s sustainability page? Let’s just say it was more sparkle than substance.

That moment sparked a quiet revolution for me—and maybe you're on a similar path.

Because these days, it's not just about what a watch looks like, but what it stands for. We want timepieces that look amazing and reflect our values—something built to last, ethically made, and good for the planet.

And guess what? That doesn’t mean sacrificing style or breaking the bank.

In this guide, we’ll dive into why sustainable watchmaking is becoming a movement, how to tell real eco-friendly brands from greenwashing gimmicks, and spotlight the best sustainable watch brands—from luxe legends to budget-friendly icons (yes, including dupes that give big brands a run for their money 👀).

Whether you're eyeing your first ethically-made watch or building out your collection, this is your go-to guide to make a conscious, stylish choice.

Ready to discover your next favorite timepiece—and feel great wearing it? Let’s dive in.

Why Sustainability Matters in Watchmaking

When we think about the environmental impact of industries, watchmaking might not be the first to come to mind. However, the production of timepieces involves processes that significantly affect our planet. Understanding these impacts highlights the importance of choosing sustainable watch brands.

The Environmental Footprint of Traditional Watch Production

1. Resource Extraction and Material Sourcing

• Gold Mining: The watch and jewelry sector consumes over 50% of the world's annual gold production, exceeding 2,000 tons. Gold mining often leads to deforestation, soil degradation, and pollution. In developing countries like China, Russia, and South Africa, these environmental issues are particularly severe. Wikipedia

• Steel Production: Manufacturing steel components for watches requires significant energy and contributes to carbon emissions. For instance, in 2022, Oris used 9 tonnes of steel, equating to the environmental impact of three return business-class flights from Europe to Los Angeles. TechBullionRapaport

2. Energy Consumption in Manufacturing

• Sapphire Crystal Production: Sapphire watch covers are prized for their durability but come with a high environmental cost. Producing a domed sapphire cover can account for up to 88% of a watch's total manufacturing energy consumption and CO₂ emissions. Scientific Visual

3. Waste Generation

• Manufacturing Byproducts: The production process generates various wastes, including metal shavings and chemical residues. Improper disposal can lead to soil and water contamination, posing risks to ecosystems and human health. Legendary Watch Club

The Role of Sustainable Watch Companies

Recognizing these environmental challenges, many watch brands are adopting sustainable practices to mitigate their impact:

• Investing in Sustainability: A 2021 Deloitte study revealed that 72% of watch brands are investing in sustainability initiatives to reduce their carbon footprint and meet consumer demand. Europa Star

• Utilizing Recycled Materials: Brands like Chopard have introduced alloys made of up to 80% recycled material, aiming to increase this to 90% by 2025. This approach reduces the environmental impact associated with steel production. Vogue Business

• Enhancing Transparency: Consumers are encouraged to demand higher levels of transparency from brands, asking about the origin, working conditions, environmental impact, certifications, and standards when purchasing watches or jewelry. WWF Switzerland

By supporting brands that prioritize sustainability, consumers can drive the industry toward more responsible practices, ensuring that the art of watchmaking contributes positively to our planet's future.

Identifying Genuine Sustainable Watch Brands

So, you're on the hunt for a watch that's not only stylish but also kind to our planet. Kudos! But with every brand shouting "eco-friendly" from the rooftops, how do you separate the real deal from mere marketing fluff?

Let's break it down.

1. Transparency is Key

Legit sustainable brands are like open books. They proudly share:

• Material Sources: Where do they get their metals, woods, or leathers?

• Manufacturing Processes: Are their factories energy-efficient? Do they treat workers fairly?

• Certifications: Look for badges like B Corp, Fair Trade, or FSC-certified wood.

Red Flag: If a brand's website is all buzzwords with no substance, tread carefully.

2. Materials Matter

Eco-friendly materials aren't just a trend; they're a commitment. Genuine brands often use:

• Recycled Metals: Reduces the need for new mining.

• Sustainable Woods: Sourced responsibly without harming forests.

• Vegan Alternatives: Think cruelty-free straps made from innovative materials.

3. Ethical Manufacturing

Sustainability isn't just about the environment; it's about people too.

• Fair Wages: Are workers compensated fairly?

• Safe Conditions: Is the working environment safe and humane?

Brands that are vague about their manufacturing locations or practices might be hiding something.

4. Longevity Over Fast Fashion

A truly sustainable watch is built to last.

• Durability: High-quality craftsmanship means less waste over time.

• Timeless Design: Trendy today, classic tomorrow.

It's more sustainable to buy one durable watch than multiple flimsy ones.

5. Third-Party Certifications

Independent certifications add credibility.

• B Corp Certification: Indicates a balance of profit and purpose.

• Fair Trade: Ensures fair wages and ethical treatment of workers.

Caution: Absence of certifications doesn't always mean a brand isn't sustainable, but their presence can offer peace of mind. Plus, if a brand is truly sustainable, they will go over and above to get a certification to prove it!

Top Sustainable Watch Brands: Real Experiences and Insights

Choosing a sustainable watch isn't just about the materials or the brand's claims—it's about how these timepieces resonate with real people in their daily lives. Here are some brands that have left a lasting impression:

1. TRIWA: Best Affordable Sustainable Watches

TRIWA, standing for "Transforming the Industry of Watches," is a Swedish brand that's been turning heads with its innovative approach. Their Time for Oceans collection, crafted entirely from recycled ocean plastic, has been particularly noteworthy.

Steven John from Business Insider shared his personal take:

"The solid case and comfortable fabric band were once shopping bags, discarded toys, six-pack rings, and all the other garbage polluting our seas." Business Insider

This transformation of waste into a stylish accessory not only tells time but also tells a story.

Customer Feedback: On Trustpilot, a user named Paul Thomas expressed his satisfaction:

"I own two Triwa watches... I have a Triwa solar watch, which works fantastic with its Miyota movement and looks even better in real life than on pictures." Trustpilot

2. ID Genève: Circular Innovation

A relatively new player, ID Genève has quickly garnered attention for its commitment to circular manufacturing. Their watches are crafted entirely from recycled materials, including 100% recycled steel and vegan fabrics for straps. The brand's dedication caught the eye of environmental advocate Leonardo DiCaprio, who invested in the company. 

Plus, DiCaprio's involvement isn't just financial; he's been spotted wearing their latest release, the CIRCULAR S, a limited-edition sports watch made from recycled stainless steel. 

Image credits: Forbes

This endorsement underscores the brand's appeal to those seeking luxury without compromising on environmental values.

3. Mondaine: Timeless Sustainability

Mondaine, a Swiss brand with a rich heritage, has been a pioneer in integrating sustainability into its operations. They've achieved carbon neutrality and utilize recycled materials across their collections. Their Essence Collection, for instance, features straps made from recycled PET bottles and cases crafted from castor bean oil. 

Wearers often appreciate the brand's blend of classic design with eco-friendly materials, making it a go-to choice for those seeking both style and sustainability.

4. Chopard: Luxury Meets Responsibility

Chopard has taken significant strides in sustainable luxury by introducing Lucent Steel, an alloy made of up to 80% recycled material, with plans to increase this to 90% by 2025. Vogue Business

While traditionally known for opulence, Chopard's commitment to responsible sourcing and environmental initiatives has resonated with consumers looking for luxury with a conscience.

5. Pragma: Architectural Elegance

Pragma's debut watch, the 'P1 - Perseverance,' showcases a commitment to sustainability by utilizing 82.7% recycled materials. Inspired by Swiss architectural precision, the watch features unique design elements like rotating discs instead of traditional hands. 

Enthusiasts have noted the brand's innovative approach, blending architectural aesthetics with eco-friendly materials, making it a standout in the sustainable luxury segment.

Caring for Your Sustainable Watch: Tips to Make It Last

Sustainability isn't just about buying ethically made watches. It's about caring for your sustainable watch to keep it ticking for a long time so you don't have to buy another.

Here are a few tips that will help you care for your watch for longevity:

1. Treat It Like Jewelry, Not Just a Tool

Let’s be honest—your watch is more than a time-teller. It’s a part of your personal style, a conversation starter, and in the case of ethically made watches, it’s also a nod to your values.

• Wipe it down regularly with a soft cloth to remove oils, dirt, and sweat.

• If it’s got a sustainable watch strap made of vegan leather, recycled ocean plastic, or canvas, keep it dry and avoid harsh chemicals.

👉 Bonus Tip: For straps like those on TRIWA’s Time for Oceans collection, a quick wipe with a damp cloth and some gentle soap does wonders.

2. Water Resistance ≠ Waterproof

Yep, this one gets tricky. Just because a watch is water-resistant doesn’t mean you should take it for a deep dive in the ocean or a steamy hot tub.

• Check the ATM rating on your watch. Most affordable sustainable watches offer basic water resistance (Triwa's Ocean Plastic Timer is 10 ATM, making it a great choice for activity around the water).

• Always dry your watch if it gets wet, especially if the materials are eco-friendly and sensitive to moisture.

3. Store It With Love

Your sustainable timepiece deserves a cozy little home.

• Keep it in a cool, dry place—preferably in a box lined with soft fabric.

• If you’re traveling, pop it in a padded case to avoid scratches or knocks.

💡 Pro Tip: If you’re into luxury brands like Cartier or IWC, they usually come with sturdy boxes. Don’t throw those away—they’re perfect for storage!

4. Don’t Skip Maintenance

Even the best eco-friendly watch brands can’t promise your watch will never need a tune-up.

• If your watch uses a mechanical movement, get it serviced every 3-5 years.

• If it’s solar-powered or runs on quartz, you’re in luck—less maintenance, but still, a battery check now and then doesn’t hurt.

🔋 A lot of sustainable watch companies use long-life batteries to reduce waste. Still, make sure you're recycling old batteries properly—don’t toss them in the trash!

5. Be Gentle With the Planet (and Your Watch)

Taking care of your watch isn’t just about longevity—it’s also about reducing your footprint.

• Use eco-friendly cleaners and avoid disposable wipes.

• If your strap wears out, check if the brand offers sustainable replacements. TRIWA, for example, lets you buy new straps separately so you don’t have to chuck the whole watch.

FAQs About Sustainable Watch Brands

1. What makes a watch brand truly sustainable?

Great question! A sustainable watch brand is one that considers its entire impact—from sourcing materials to packaging to how it treats its workers. Look for brands that use recycled or upcycled materials, offer vegan or eco-friendly straps, and operate with transparency (like TRIWA’s Time for Transparency initiative). Also, check if they’re certified by third-party organizations or publish sustainability reports.

2. Are affordable sustainable watches actually reliable?

Totally! You don’t need to drop thousands to be eco-conscious. Brands like TRIWA have proven that affordable sustainable watches can be stylish, durable, and full of heart. These watches often use quartz or solar movements, which are dependable and easy to maintain.

3. Which eco-friendly watch brands focus on ethical production too?

If you’re looking for ethically made watches, go for companies that talk openly about fair wages, safe working conditions, and responsible sourcing. TRIWA, Solios, and Nordgreen are just a few that put both people and the planet first.

4. What’s Rolex doing for sustainability?

Ah, the big question! While Rolex corporate social responsibility has improved over the years, specific details about Rolex sustainability are still pretty hush-hush. They’ve made steps toward improving energy efficiency and ethical sourcing, but transparency remains a work in progress. It’s worth keeping an eye on how they evolve!

5. Is Audemars Piguet sustainable?

Audemars Piguet sustainability efforts are slowly gaining momentum. They’ve committed to reducing emissions and increasing the use of renewable energy in their manufacturing processes. However, like many luxury brands, they still have room to grow in terms of full supply chain transparency and accessibility of sustainable options.

6. How do I know if a watch company is greenwashing?

We feel you—it’s a jungle out there. Here’s a cheat code:

• If a sustainable watch company makes big claims with zero evidence (no reports, no third-party audits), that’s a red flag 🚩.

• Look for transparency in materials, production, and labor practices.

• Bonus: Real eco-friendly watch brands usually welcome questions and are open about their challenges—not just their wins.

Wrapping It Up: Time to Choose Better with TRIWA ⏱️

And just like that, you've got the inside scoop on what really matters when it comes to choosing from today’s best sustainable watch brands.

We’ve unpacked why sustainability in watchmaking isn’t just a trend, but a necessity. We explored what to look for in a sustainable watch company, broke down the best eco-friendly watch brands by vibe and value, and even gave you some insider tips to keep your timepiece ticking for years.

But hey, if you’re ready to make your next watch purchase actually mean something, we highly recommend checking out what TRIWA has to offer. Not only are their timepieces designed in Sweden (hello, Scandinavian style!), but they’re also made with real care for the planet—and you can see that in every collection.

Time to wear your values on your wrist—literally.