Rob corder
WATCHPRO editor-in-chief and co-founder Rob Corder.

How green is your watchmaker?

CORDER’S COLUMN: How to spot greenwashing in the luxury watch industry

It has become more than just fashionable for watchmakers to publicise the smallest act of sustainability as a fundamental shift in their corporate cultures. It is a key plank of their marketing.

But does an occasional beach clean-up or making a niche line in watch straps made from old fishing nets qualify as a switch in core values towards sustainability, or does the luxury watch business need to go a whole lot further to avoid being accused of greenwashing.

Greenwashing is not a new phenomenon, but it has become more prevalent and sophisticated in recent years, as consumers have become more aware and demanding of ethical and ecological standards.

The luxury watch industry is not immune to this trend, as some brands have tried to capitalise on the growing interest in sustainability among their affluent clientele.

But how can you tell if a luxury watch brand is truly committed to sustainability, or if it is just using greenwashing tactics to boost its image and sales?

Here are some tips to help you spot and avoid greenwashing in the luxury watch industry:

Greenwashing is not only unethical and misleading, but also harmful to the reputation and credibility of the luxury watch industry.

It erodes consumer trust and confidence, and undermines the efforts of those brands that are genuinely committed to sustainability.

As consumers, we have the power and responsibility to demand more from the brands we buy from, and to reward those that are transparent and accountable.

By doing so, we can help create a more sustainable future for ourselves and for generations to come.