WATCHPRO ORIGINALS: British watch business CuleM sets sustainable goals


CuleM is a new British watch business with a passion for world travel and supporting sustainability and ethical causes. WatchPro‘s Rob Corder talks to founder Matthew Cule, chief sustainability officer Romesh Jeyaseelanayagam and Sid Vasili, an angel investor in the company and self-confessed watch collecting junkie.

CuleM has a stated mission to set a new, sustainable standard for the watch industry.


For every watch it sells, CuleM pays for the planting of 100 trees through Ecologi and protecting around 6.5 acres of existing tropical rainforest through its partner Rainforest Trust UK.

Donations are also being made to ActionAid and Plastic Oceans UK. Together, these initiatives are focused on enabling CuleM customers to protect Land, Air, Water, Animals and People with their purchase.

Throughout January, the company is running what it calls an ‘unsale’ where donations to its causes are doubled.

All watches are made in Switzerland with ETA GMT movements and feature a world map on their dials.

They retail direct to consumer online for around £1000.

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