Former Victorinox watches CEO creates woke watch brand


Alexander Bennouna, former CEO of Victorinox Swiss Army Watch, and Martin Riemer, a consultant for luxury brands including Cartier, Rolex and Omega, have joined forces to create a new watch brand with sustainability at its core.

DecideandAct (d&a), which will unveil its first watches this month, says it is committed to producing high-quality watches with peace, diversity and ecology at their heart.


The Swiss-based company is using recycled plastics and cactus leather in their watches and is promising all packaging is reusable, biodegradable and vegan.

Watches are expected to be launched in partnership with a series of NGOs this year, with the aim of supporting a new type of responsible business that goes beyond green design and profit-sharing.

“We believe a better world is possible and that’s why our goal is for d&a to become a front runner in sustainable and responsible watchmaking. Our commitment to peace, diversity and ecology means offering more than just a product.” says Mr Bennouna.

“Our watches are a statement of who we are and what we stand for. d&a is rolling out a new way of doing business; one that offers more than just technical solutions. Transforming the world requires a mindset that looks beyond green design, recycling and sustainable processing. We want to see and be a part of meaningful change. If our watches alone cannot fix the problem then we want them to become part of the solution, by supporting a responsible business that commits to and puts peace, diversity and ecology at the forefront,” he adds.

For d&a’s first watch collection, the company is pledging to donate 10% to a cause the customer chooses and stands for.

Additionally, each model in their Special Editions collection will be dedicated to specific projects with pledges of up to 30%.

“This value-based profit model is redefining the watch, taking it from an accessory to something that actually makes a difference,” the company says.

Other than a teaser image (top) no further details have been released about the watches other than that they will be sold online from later this month at the d&a website with prices from £275 to £315.

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