Vision : Keep Your Eyes On The Stars And Your Feet On The Ground

Top Of The Hour

- Franklin D. Roosevelt

GREEN MATTER

Grebuel Forsey takes first serious steps towards sustainable horology

What had been whispers about sustainable watchmaking for a number of years is gathering visible momentum in 2021. Where previously, a smattering of brands would offer limited edition watches with straps or cases made of recycled materials or, in the instance of larger companies like A. Lange & Söhne and Omega, renovate their manufacturing facilities to allow for more environmentally friendly production processes, an increasing number of marques are putting their green efforts directly on their wrists of customers.

Illustrious niche independent brand Grebuel Forsey, of the multiple (and multi-axis) tourbillon fame has announced that it is done with using animal leather straps. From 1 January 2022, the brand will only be using straps made from plantbased materials on 100 per cent of its watches.

The brand insists that plant-based straps can deliver the same look, quality and feel as leather straps. In fact, the two are almost indiscernible. Greubel Forsey customers can expect the plantbased straps to come in several colour variations, as well as with a pin buckle or folding clasp, the latter being a first for plant-based straps.

With Greubel Forsey joining the likes of Cartier, which debuted a Tank collection with plant-based strap, and Panerai, which premiered watch cases, as well as a concept movement, almost wholly in recycled materials at Watches and Wonders 2021, amongst other brands that have taken up the sustainability mantle, it appears that the movement is gathering steam as a genuine cause, instead of a novel marketing spin. Question is: are end-consumers equally committed to the vision?