Breitling has made watch boxes created entirely from recycled plastic bottles as part of its commitment to reducing its environmental impact.
Flagged as a work-in-progress during the covid quarter lock down by CEO Georges Kern, the greener packaging replaces large, heavy watch boxes that have long been an industry mainstay.
They will start feeding into retail in early 2021.
The packaging is already a first re-use of plastic from bottles, and is also designed to be recycled again.
“Following the cradle-to-cradle or regenerative principle, once the box is no longer needed, it can be recycled at a dedicated facility where it will be fed back into the rPET cycle,” Breitling explains.
“Breitling is committed to doing everything within its sphere of influence to reduce the company’s environmental impact. With that in mind, we started working on a sustainable packaging concept with the goal of optimizing the impact on the environment, and the result has exceeded our ambitions. It has evolved into a positively disruptive element that has affected many different aspects of our packaging, ranging from material to transport and even to how customers will use the box,” Georges Kern, Breitling CEO adds.
Traditional Breitling watch boxes will still be available to customers who request it but they will be encouraged to offset the environmental impact of their choice by making a voluntary contribution to SUGi, which supports urban forests around the world.
“This is so cool, so in touch with the world,” commented WatchPro reader Victor Wong, but Bob Muir immediately responded: “In touch with what world? This isn’t packing that is thrown in the rubbish and ends up in the oceans. It’s saved, enjoyed, kept by the watches owners.”
Steve Fox is a convert. “About time too. Let’s hope the rest of the industry wakes up and does its duty to the planet. After all, the extra crap is unnecessary and only ends up in the back of the wardrobe or bin anyway and adds nothing to the ownership/buying experience. Well done Breitling, good to see one of the major players has a conscience,” he said.