Discover VIEREN: The Art of Luxury Rectangular Watches
Explore VIEREN’s automatic rectangular watches by designer Sunny Fong to experience the artistry of modern style.
Leading Sustainable Luxury Watchmaking: Innovations & Trends
Discover how luxury watch brands are committing to sustainable luxury and VIEREN's dedication for a greener future in horology.
June 2025
A NEW ERA OF Sustainable Luxury
In 2025, sustainability has become central for luxury brands, especially in horology. With growing environmental consciousness, 75% of consumers say they’re willing to invest more in sustainable products. In response, luxury watchmakers are reimagining practices to align with eco-friendly values. This article delves into how brands are meeting this demand, highlighting VIEREN’s dedicated efforts toward sustainability.
WHAT YOU’LL LEARN
1. The Rise of Sustainability in Horology
2. Trends in Sustainable Luxury Watch Practices
3. Top Brands in Sustainable Luxury Watches
4. VIEREN’s Commitment to Sustainability
5. The Swiss Advantage: Leaders in Sustainable Manufacturing
6. The Sustainability of Automatic Watches Over Quartz
7. Frequently Asked Questions
2. Trends in Sustainable Luxury Watch Practices
3. Top Brands in Sustainable Luxury Watches
4. VIEREN’s Commitment to Sustainability
5. The Swiss Advantage: Leaders in Sustainable Manufacturing
6. The Sustainability of Automatic Watches Over Quartz
7. Frequently Asked Questions
A NEW ERA OF Sustainable Luxury
In 2025, sustainability has become central for luxury brands, especially in horology. With growing environmental consciousness, 75% of consumers say they’re willing to invest more in sustainable products. In response, luxury watchmakers are reimagining practices to align with eco-friendly values. This article delves into how brands are meeting this demand, highlighting VIEREN’s dedicated efforts toward sustainability.
WHAT YOU’LL LEARN
1. The Rise of Sustainability in Horology
2. Trends in Sustainable Luxury Watch Practices
3. Top Brands in Sustainable Luxury Watches
4. VIEREN’s Commitment to Sustainability
5. The Swiss Advantage: Leaders in Sustainable Manufacturing
6. The Sustainability of Automatic Watches Over Quartz
7. Frequently Asked Questions
2. Trends in Sustainable Luxury Watch Practices
3. Top Brands in Sustainable Luxury Watches
4. VIEREN’s Commitment to Sustainability
5. The Swiss Advantage: Leaders in Sustainable Manufacturing
6. The Sustainability of Automatic Watches Over Quartz
7. Frequently Asked Questions
1. The Rise of Sustainability in Horology
1. The Rise of Sustainability in Horology
The luxury watch industry stands at a pivotal point, where sustainability and ethics are becoming essential to brand identity. Modern consumers are drawn to products that resonate with both their values and aesthetic preferences, prompting luxury watch brands to innovate in ways that blend timeless elegance with eco-consciousness. This is not merely a trend but a deeper transformation, urging brands to reevaluate their environmental impact.
The luxury watch industry stands at a pivotal point, where sustainability and ethics are becoming essential to brand identity. Modern consumers are drawn to products that resonate with both their values and aesthetic preferences, prompting luxury watch brands to innovate in ways that blend timeless elegance with eco-consciousness. This is not merely a trend but a deeper transformation, urging brands to reevaluate their environmental impact.
2. Trends in Sustainable Luxury Watch Practices
2. Trends in Sustainable Luxury Watch Practices
As sustainability becomes a key driver of consumer choices, luxury watch brands are embracing innovative practices that reflect their commitment to the environment. Here are some key trends and practices shaping the landscape of sustainable horology:
As sustainability becomes a key driver of consumer choices, luxury watch brands are embracing innovative practices that reflect their commitment to the environment. Here are some key trends and practices shaping the landscape of sustainable horology:
Sourcing Eco-Friendly Materials
Luxury watch brands are prioritizing responsible sourcing by using Fairmined gold, recycled materials, and eco-friendly plant-based leathers. This approach not only meets ethical standards but also aligns with consumer demand for sustainable practices. By enhancing transparency throughout their supply chains, these brands set a new benchmark in the luxury industry, appealing to environmentally conscious consumers seeking quality and ethical production in their timepieces.
Sourcing Eco-Friendly Materials
Luxury watch brands are prioritizing responsible sourcing by using Fairmined gold, recycled materials, and eco-friendly plant-based leathers. This approach not only meets ethical standards but also aligns with consumer demand for sustainable practices. By enhancing transparency throughout their supply chains, these brands set a new benchmark in the luxury industry, appealing to environmentally conscious consumers seeking quality and ethical production in their timepieces.
Exclusive Environmental Collaborations
Partnerships between watch brands and environmental organizations are increasingly common, often linked to limited edition collections that feature recycled materials and eco-friendly components. This strategy promotes sustainability initiatives like reforestation and marine protection while minimizing waste. It appeals to consumers seeking distinctive, ethically produced timepieces and raises awareness of critical ecological issues. A notable example is NORQAIN's collaboration with World Cleanup Day, where they launched a limited edition watch made from recycled waste collected during cleanup initiatives.
Exclusive Environmental Collaborations
Partnerships between watch brands and environmental organizations are increasingly common, often linked to limited edition collections that feature recycled materials and eco-friendly components. This strategy promotes sustainability initiatives like reforestation and marine protection while minimizing waste. It appeals to consumers seeking distinctive, ethically produced timepieces and raises awareness of critical ecological issues. A notable example is NORQAIN's collaboration with World Cleanup Day, where they launched a limited edition watch made from recycled waste collected during cleanup initiatives.
Active Conservation Efforts
Many luxury watch brands are committed to reducing carbon emissions and waste in their production processes by investing in renewable energy and adopting energy-efficient practices. These initiatives not only improve efficiency but also set new sustainability benchmarks. Additionally, brands are taking direct action to support environmental initiatives like wildlife preservation and habitat restoration. For instance, Ulysse Nardin partnered with The Ocean Race to create the Diver X The Ocean Race limited edition watch made from 60% upcycled fishing nets, which raises awareness for marine conservation and supports ocean protection efforts.
Active Conservation Efforts
Many luxury watch brands are committed to reducing carbon emissions and waste in their production processes by investing in renewable energy and adopting energy-efficient practices. These initiatives not only improve efficiency but also set new sustainability benchmarks. Additionally, brands are taking direct action to support environmental initiatives like wildlife preservation and habitat restoration. For instance, Ulysse Nardin partnered with The Ocean Race to create the Diver X The Ocean Race limited edition watch made from 60% upcycled fishing nets, which raises awareness for marine conservation and supports ocean protection efforts.
3. Top Brands in Sustainable Luxury Watches
3. Top Brands in Sustainable Luxury Watches
As the demand for sustainable luxury grows, several top watch brands have adopted eco-friendly practices, blending tradition with innovation. These brands focus on sustainable sourcing, energy-efficient designs, and ethical manufacturing, offering timepieces that not only look good but also demonstrate a commitment to the planet.
As the demand for sustainable luxury grows, several top watch brands have adopted eco-friendly practices, blending tradition with innovation. These brands focus on sustainable sourcing, energy-efficient designs, and ethical manufacturing, offering timepieces that not only look good but also demonstrate a commitment to the planet.
Oris
With a strong commitment to sustainability, Oris champions eco-consciousness by integrating recycled materials into its designs. The Oris Aquis Date Upcycle features dials crafted from recycled ocean plastics, highlighting the brand’s dedication to ocean conservation. By supporting initiatives like the Coral Triangle Initiative, Oris not only raises awareness about marine conservation but also produces distinctive timepieces that resonate with environmentally aware consumers.
Oris
With a strong commitment to sustainability, Oris champions eco-consciousness by integrating recycled materials into its designs. The Oris Aquis Date Upcycle features dials crafted from recycled ocean plastics, highlighting the brand’s dedication to ocean conservation. By supporting initiatives like the Coral Triangle Initiative, Oris not only raises awareness about marine conservation but also produces distinctive timepieces that resonate with environmentally aware consumers.
Panerai
Panerai is dedicated to sustainability, aiming for a 30% reduction in carbon emissions by 2030. The Panerai Submersible QuarantaQuattro exemplifies this commitment, as it is made with innovative eSteel™ composed of 95% recycled steel scraps. This effort not only reduces waste but also aligns the brand with marine conservation initiatives, appealing to eco-conscious buyers.
Panerai
Panerai is dedicated to sustainability, aiming for a 30% reduction in carbon emissions by 2030. The Panerai Submersible QuarantaQuattro exemplifies this commitment, as it is made with innovative eSteel™ composed of 95% recycled steel scraps. This effort not only reduces waste but also aligns the brand with marine conservation initiatives, appealing to eco-conscious buyers.
Chopard
Chopard prioritizes ethical sourcing in its sustainability mission, exemplified by its Happy Diamonds collection that incorporates Fairmined gold. With ambitious goals of achieving 100% carbon neutrality in production by 2025, Chopard illustrates responsible luxury. The collection not only showcases exquisite craftsmanship but also promotes environmental stewardship, making a positive impact on the luxury market.
Chopard
Chopard prioritizes ethical sourcing in its sustainability mission, exemplified by its Happy Diamonds collection that incorporates Fairmined gold. With ambitious goals of achieving 100% carbon neutrality in production by 2025, Chopard illustrates responsible luxury. The collection not only showcases exquisite craftsmanship but also promotes environmental stewardship, making a positive impact on the luxury market.
4. VIEREN’s Commitment to Sustainability
4. VIEREN’s Commitment to Sustainability
At VIEREN, sustainability is at the heart of our mission. As creators of Swiss Made timepieces, we are dedicated to making a positive impact on our planet. Here are some of the ways we are leading the charge in sustainable practices:
At VIEREN, sustainability is at the heart of our mission. As creators of Swiss Made timepieces, we are dedicated to making a positive impact on our planet. Here are some of the ways we are leading the charge in sustainable practices:
77.4% of our stainless steel waste is recycled.
77.4% of our stainless steel waste is recycled.
Fostering the Circular Economy
We prioritize recycling and repurposing, with an impressive 77.4% of our stainless steel waste recycled from pre- and post-consumer sources. This commitment not only helps reduce our carbon footprint but also promotes a sustainable lifecycle for our products. By embracing the circular economy, we ensure that our manufacturing processes contribute to a healthier planet.
Fostering the Circular Economy
We prioritize recycling and repurposing, with an impressive 77.4% of our stainless steel waste recycled from pre- and post-consumer sources. This commitment not only helps reduce our carbon footprint but also promotes a sustainable lifecycle for our products. By embracing the circular economy, we ensure that our manufacturing processes contribute to a healthier planet.
Reducing Our Footprint
Our thoughtfully designed packaging includes durable vegan leather watch stands and trays, minimizing waste while ensuring functionality. These elements fit seamlessly into a premium watch box, making them ideal for storing or showcasing your timepiece at home. In our ongoing quest for sustainability, we are actively exploring biodegradable alternatives to enhance our packaging.
Reducing Our Footprint
Our thoughtfully designed packaging includes durable vegan leather watch stands and trays, minimizing waste while ensuring functionality. These elements fit seamlessly into a premium watch box, making them ideal for storing or showcasing your timepiece at home. In our ongoing quest for sustainability, we are actively exploring biodegradable alternatives to enhance our packaging.
Embracing Diversity and Innovation
Being Canada’s only female-founded luxury watch brand, we take pride in fostering diversity within our management team, which comprises over 80% women, minorities, and LGBTQ+ individuals. This inclusive approach enriches our workplace culture, enhances creativity, and drives innovation in our designs, allowing us to bring fresh perspectives to the world of luxury timepieces.
Embracing Diversity and Innovation
Being Canada’s only female-founded luxury watch brand, we take pride in fostering diversity within our management team, which comprises over 80% women, minorities, and LGBTQ+ individuals. This inclusive approach enriches our workplace culture, enhances creativity, and drives innovation in our designs, allowing us to bring fresh perspectives to the world of luxury timepieces.
5. The Swiss Advantage: Leader in Sustainable Manufacturing
5. The Swiss Advantage: Leader in Sustainable Manufacturing
98% lower CO₂ emissions than China and 92% lower than USA.
98% lower CO₂ emissions than China and 92% lower than USA.
Switzerland is a leader in low electricity emissions among top watch-producing countries, providing a significant advantage for sustainable luxury watch manufacturing. Our calculations show that CO₂ emissions for Swiss watches are approximately 98% lower than those from Guangdong, China, and about 92% lower than in the USA, according to Ecoinvent 3.10, a Swiss life cycle assessment database. With an energy infrastructure powered mainly by hydro, nuclear, and renewable sources, Switzerland aligns perfectly with our commitment to producing Certified Swiss Made watches while minimizing our environmental footprint.
Switzerland is a leader in low electricity emissions among top watch-producing countries, providing a significant advantage for sustainable luxury watch manufacturing. Our calculations show that CO₂ emissions for Swiss watches are approximately 98% lower than those from Guangdong, China, and about 92% lower than in the USA, according to Ecoinvent 3.10, a Swiss life cycle assessment database. With an energy infrastructure powered mainly by hydro, nuclear, and renewable sources, Switzerland aligns perfectly with our commitment to producing Certified Swiss Made watches while minimizing our environmental footprint.
6. The Sustainability of Automatic Watches Over Quartz
6. The Sustainability of Automatic Watches Over Quartz
When comparing sustainability, automatic watches emerge as a more environmentally friendly option than their quartz counterparts. Quartz watches rely on batteries, contributing significantly to electronic waste. An estimated 1.5 billion batteries are disposed of each year, resulting in approximately 300,000 tonnes of e-waste globally. In contrast, automatic watches are powered by the wearer’s movement, eliminating the need for disposable batteries and significantly reducing the environmental impact associated with their production and disposal.
Furthermore, well-maintained automatic watches can last a lifetime, fostering a sustainable consumption model that values quality craftsmanship over fleeting trends. The durability of these timepieces means fewer resources are consumed over time, aligning with sustainable practices that prioritize longevity. By minimizing electronic waste and supporting a culture of sustainability, automatic watches offer a responsible choice for environmentally conscious consumers.
When comparing sustainability, automatic watches emerge as a more environmentally friendly option than their quartz counterparts. Quartz watches rely on batteries, contributing significantly to electronic waste. An estimated 1.5 billion batteries are disposed of each year, resulting in approximately 300,000 tonnes of e-waste globally. In contrast, automatic watches are powered by the wearer’s movement, eliminating the need for disposable batteries and significantly reducing the environmental impact associated with their production and disposal.
Furthermore, well-maintained automatic watches can last a lifetime, fostering a sustainable consumption model that values quality craftsmanship over fleeting trends. The durability of these timepieces means fewer resources are consumed over time, aligning with sustainable practices that prioritize longevity. By minimizing electronic waste and supporting a culture of sustainability, automatic watches offer a responsible choice for environmentally conscious consumers.
DISCOVER VIEREN'S SWISS AUTOMATIC WATCHES
"Moments of modernism, texture, things that are tone-on-tone... I tried to merge all those ideas into one watch."
Sunny Fong, VIEREN Creative Director
DISCOVER VIEREN'S SWISS AUTOMATIC WATCHES
"Moments of modernism, texture, things that are tone-on-tone... I tried to merge all those ideas into one watch."
Sunny Fong, VIEREN Creative Director
GOLD WAVES
The VIEREN Gold Waves watch blends timeless luxury with refined craftsmanship. Inspired by the harmony of sound and time, this all-gold timepiece features a 3D bevelled dial that showcases the precision of the Swiss ETA-2671 automatic movement. Designed with lasting quality and elegance, Gold Waves is the perfect fusion of art and technical excellence.
Limited to 5 special edition pieces.
GOLD WAVES
The VIEREN Gold Waves watch blends timeless luxury with refined craftsmanship. Inspired by the harmony of sound and time, this all-gold timepiece features a 3D bevelled dial that showcases the precision of the Swiss ETA-2671 automatic movement. Designed with lasting quality and elegance, Gold Waves is the perfect fusion of art and technical excellence.
Limited to 5 special edition pieces.
BLACK DIAMOND
The VIEREN Black Diamond watch is a modern masterpiece, combining bold aesthetics with enduring quality. Its DLC-coated rectangular case, adorned with 31 hand-set black diamonds, offers a sleek, monochromatic design. With meticulous craftsmanship, this timepiece reflects the essence of modern design and understated luxury.
Limited to 100 exclusive pieces.
BLACK DIAMOND
The VIEREN Black Diamond watch is a modern masterpiece, combining bold aesthetics with enduring quality. Its DLC-coated rectangular case, adorned with 31 hand-set black diamonds, offers a sleek, monochromatic design. With meticulous craftsmanship, this timepiece reflects the essence of modern design and understated luxury.
Limited to 100 exclusive pieces.
MATTE WHITE
The VIEREN Matte White watch is a minimalist's dream, featuring a tonal matte white dial and an 18K gold rehaut ring. This refined timepiece combines simplicity with sophistication, offering a timeless design that transitions effortlessly from casual to formal. Crafted with precision, it embodies modern luxury at its finest.
Limited to 100 exclusive pieces.
MATTE WHITE
The VIEREN Matte White watch is a minimalist's dream, featuring a tonal matte white dial and an 18K gold rehaut ring. This refined timepiece combines simplicity with sophistication, offering a timeless design that transitions effortlessly from casual to formal. Crafted with precision, it embodies modern luxury at its finest.
Limited to 100 exclusive pieces.
BLACK CROC
The VIEREN Black Croc watch takes luxury to new heights with its sleek leather dial and premium croc-patterned leather strap. Designed for versatility, this timepiece effortlessly transitions from day to night, combining modern elegance with a classic aesthetic. It’s the perfect watch for those who appreciate exceptional craftsmanship and bold style.
Limited to 100 exclusive pieces.
BLACK CROC
The VIEREN Black Croc watch takes luxury to new heights with its sleek leather dial and premium croc-patterned leather strap. Designed for versatility, this timepiece effortlessly transitions from day to night, combining modern elegance with a classic aesthetic. It’s the perfect watch for those who appreciate exceptional craftsmanship and bold style.
Limited to 100 exclusive pieces.
GOLD STEREO DIAMOND
Make a statement with this luxurious gold diamond watch, inspired by Studio 54's glamour. Featuring 93 hand-set natural diamonds on a skeleton dial, this timepiece radiates light with every movement. Combining Swiss craftsmanship with modern luxury, it’s the perfect piece for any celebration. A one-of-a-kind watch for today’s most discerning collectors.
Limited to 5 special edition pieces.
GOLD STEREO DIAMOND
Make a statement with this luxurious gold diamond watch, inspired by Studio 54's glamour. Featuring 93 hand-set natural diamonds on a skeleton dial, this timepiece radiates light with every movement. Combining Swiss craftsmanship with modern luxury, it’s the perfect piece for any celebration. A one-of-a-kind watch for today’s most discerning collectors.
Limited to 5 special edition pieces.
“It’s my daily wear. I’m really impressed by the ability to dress it up and down.”
SUMMARY
The luxury watch industry is undergoing a transformative shift, with sustainability becoming a cornerstone of its future. By prioritizing ethical practices, innovative processes, and transparency, brands can meet the demands of conscious consumers while actively contributing to the preservation of our planet. At VIEREN, we proudly lead this movement, crafting timepieces that celebrate artistry and respect the environment through responsible sourcing and eco-friendly materials. Together, let’s embrace a sustainable future in horology, ensuring that luxury and responsibility go hand in hand.
SUMMARY
The luxury watch industry is undergoing a transformative shift, with sustainability becoming a cornerstone of its future. By prioritizing ethical practices, innovative processes, and transparency, brands can meet the demands of conscious consumers while actively contributing to the preservation of our planet. At VIEREN, we proudly lead this movement, crafting timepieces that celebrate artistry and respect the environment through responsible sourcing and eco-friendly materials. Together, let’s embrace a sustainable future in horology, ensuring that luxury and responsibility go hand in hand.
ABOUT THE AUTHOR
Jess Chow, Founder and CEO VIEREN
As Canada’s first female founder of a luxury watch brand, Jess is passionate about horology and dedicated to crafting Swiss Made automatic timepieces that merge modern artistry and precision to inspire a new generation of collectors with confidence and style.
ABOUT THE AUTHOR
Jess Chow, Founder and CEO VIEREN
As Canada’s first female founder of a luxury watch brand, Jess is passionate about horology and dedicated to crafting Swiss Made automatic timepieces that merge modern artistry and precision to inspire a new generation of collectors with confidence and style.
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