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Skagen goes green with natural watch collection

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Skagen’s latest collection of watches, Aaren Naturals, are environmentally sustainable.

Launched in line with Earth Day this year, the watches are inspired by Denmark, a country that has pioneered earth-friendly processes.

Launching on Skagen’s Aaren watch platform, each timepiece’s case and strap feature pro-planet materials, including stainless steel with recycled content and leather alternatives made with mulberry bark, cork and apple.

The Aaren Naturals release also follows the January announcement of Skagen’s partnership with Copenhagen Fashion Week.

Steve Evans, chief brand officer, said: “Skagen is a brand influenced by Danish design, and we often look to Denmark for inspiration with the progressive steps they’ve made when it comes to sustainability. We’re dedicated to being an environmental advocate and evolving our positioning through great partners, such as Copenhagen Fashion Week, who are aligned on creating a more sustainable fashion community.”

Adding: “Our teams are working diligently to transform our processes from sourcing to design, for a greater, more sustainable future. We are proud to introduce our most sustainable collection, Aaren Naturals, on Earth Day and incredibly excited to share more on our sustainability efforts in the coming months.”

Those behind the brand say Skagen is on a journey to become more environmentally sustainable, with every component of a watch or piece of jewellery being considered.

In addition to Skagen’s current pro-planet practices, the brand is dedicated to meeting long-term sustainability commitments, including:

  • Design and produce styles that 100% meet our pro-planet criteria by 2025.
  • Reduce water consumption for leather tanning by 45% by 2025.
  • Design all in-store promotional materials to be recyclable by 2025.

Available in both 36 millimeter and 40-millimeter case sizes, the Aaren Naturals collection will be available beginning April 22 and retail for $125.

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