When Watches Go Green

The customer expects, and even if it is only signing up movie stars for their “environmental commitment”, or adding a “green” watch or two to its collection, the watch industry is at least beginning to answer the call. Some watchmakers, of course, have been there a little longer than others. 

Citizen entered the fray as far back as 1995. Its “Eco-Drive” watches are equipped with a solar cell that uses light absorbed through the crystal and dial to power a rechargeable titanium lithium-ion battery. Billed as “unstoppable”, they are now a big part of its collection.

Casio has piled in more recently, producing a collection of “green” G-Shocks last month to coincide with the 40th anniversary of Earth Day. The packaging is recyclable, the power is solar and the colours are, well, green. On the other hand, the watches are still resolutely plastic, which the begrudgers might suggest undermines the effort perhaps just a tad.

Maybe that’s being a little unfair to Casio. After all, there are plenty of other watches that take only half a step in a greenward direction, while making much of their recyclable packaging or biodegradable straps. On the other hand, any watch that eliminates the eco-scourge that is the regular watch battery could be seen as striking a blow for mankind. And on that score, the traditional hand-powered mechanical watch will always be able to call itself green by nature.

Of all the eco-offerings thus far, though, perhaps none has skipped so effortlessly past the hawkish gaze of the environmental police as Quiksilver’s limited-edition The Ray, released in late 2008.

Billed, with no humility at all and considerable justification, as “the world’s first eco-friendly watch”, The Ray was tangible proof of just how far a watchmaker can travel along the route to sustainability if it really tries.

The Ray is battery free and almost completely recyclable. It took seven months to make because most of it was produced by hand, reducing energy consumption. And the ebony chunks that make up most of the case and strap were sourced from sustainably managed forests.

Even the transport was arranged to reduce The Ray’s carbon footprint, boats being favoured over planes and trucks. What’s more, it sidesteps the old prejudice that says true green and genuine cool are mutually exclusive. The Ray also looks great.