High-end watchmaking company Greubel Forsey reaffirms its commitment to sustainability goals and announces that it will completely drop animal leather from its straps. Starting January 1, 2022, 100% of the brand’s straps will be made from high-quality plant-based materials – a first in the watch industry.
Greubel Forsey’s specifications for the new plant-based straps will be exactly the same as those for its leather straps.
The technical offer for plant-based straps is mature, and our clients are by nature forward-thinking and welcoming of innovation. We want to be in line with their world vision and we are delighted to write a new chapter of responsible and sustainable High-end Watchmaking. – Antonio Calce, Chief Executive Officer and Executive Board Member
The watchmaker assured that it would be virtually impossible to differentiate between a plant-based strap and its leather predecessor by look and feel. Just like the animal leather straps used today, the new ones will be available in several color variations and offer durability, wear, resistance to water, ultraviolet rays, etc.
The new straps will have a folding clasp or pin buckle, depending on the model and on the demand. This is yet another innovation, as high-end plant-based straps with a folding clasp did not yet exist in Fine Watchmaking.
With this new initiative, Greubel Forsey inspires other brands to lead a cruelty-free life.