Breitling has long been celebrated for its technical innovations and rugged, aviation-inspired designs. But in 2024, the brand is flying toward a different frontier—sustainability. Their latest Sustainability Mission Report claims to put responsible luxury at the core of their operations, but is it really reshaping the way they craft watches? Or is it another marketing ploy?
From Sky to Earth: The New Face of Responsible Watchmaking
In their 2024 report, Breitling has set ambitious goals: reducing emissions, embracing circularity, and using more responsible materials like lab-grown diamonds and artisanal gold. But for a brand steeped in heritage, these efforts raise an important question: Can Breitling reconcile the tradition of Swiss luxury with a forward-thinking approach to sustainability?
One of the highlights is their Origins label, where select watches feature fully traceable materials, including lab-grown diamonds and responsibly sourced gold. The Super Chronomat 38 Origins, for instance, stands out as a clear example. Not only does this watch reflect Breitling’s signature bold design, but it also incorporates these innovative materials without compromising on style or performance. For enthusiasts, this brings a new dimension to owning a Breitling—knowing exactly where its elements come from.
Emissions and Waste: A Step in the Right Direction, but How Big?
Breitling has reduced its Scope 1 and 2 emissions by 21.6% since 2022, a commendable effort. The brand has also removed over 4 tons of plastic waste from its operations, aligning with its goal to achieve 0% mismanaged plastic waste by 2026. But for watch lovers, the real question is how these environmental commitments translate to their favorite timepieces.
Circularity is key here. Breitling’s introduction of upcycled materials in its packaging, and plans for a fully electric fleet, may not directly affect the time on your wrist, but they certainly elevate the brand’s commitment to reducing its footprint. Enthusiasts can also take pride in Breitling’s efforts to offer repair and resale services—helping ensure that the watches they invest in today remain valuable for decades, maybe even generations.
Traceability: A New Chapter in Luxury Watch Ownership
For a long time, watch enthusiasts have focused on the mechanics under the dial, but Breitling is adding a new layer of intrigue with its blockchain-backed NFT for product traceability. Every watch in their Origins line comes with a digital passport that records the journey of its materials, giving owners unprecedented transparency. If you’re the kind of collector who enjoys knowing every detail of a watch’s backstory, this is a groundbreaking move.
And it’s not just a gimmick for tech fans—this NFT-backed traceability adds resale value and security, crucial for the burgeoning pre-owned market. Imagine buying a vintage Breitling decades from now and being able to verify its origins digitally. That’s a game-changer for collectors.
Social Responsibility: It’s Not Just About the Watches
Breitling isn’t stopping at reducing emissions and plastic waste. The brand has also made significant strides on the social front, contributing over 66,000 hours of education to underserved communities. They’ve also earned the title of “Best Employer in Switzerland,” a reflection of their commitment to ethical labor practices across their value chain. For many enthusiasts, knowing that the craftsmanship behind their watches is rooted in ethical practices adds an extra layer of pride in ownership.
Sustainability Meets Craftsmanship: What Does It Mean for You?
For those worried that sustainability might compromise craftsmanship or design, Breitling seems to be walking the line carefully. The brand’s commitment to long-lasting materials, combined with their historic attention to detail, ensures that you’re still getting a top-tier watch. If anything, these sustainable efforts make their timepieces even more desirable in today’s world, where consumers are increasingly conscious of the environmental and social impact of their purchases.
Take the Super Chronomat Origins—not only is it a standout in aesthetics, but it also tells a richer story. The watch’s materials come with a verified origin, connecting the owner to the journey of artisanal gold and lab-grown diamonds. This level of traceability is rare in luxury watches, making Breitling a brand to watch (pun intended) in the sustainability race.
Conclusion: A New Era for Breitling?
Breitling’s 2024 sustainability report is a clear indication that the brand is evolving. The question remains whether their ambitious targets—like reaching net zero by 2050—will truly revolutionize the industry or simply keep pace with the broader luxury market.
For now, watch enthusiasts can rest assured that owning a Breitling means owning a piece of the future, one that is designed to last and leave a lighter footprint. The combination of traditional craftsmanship with sustainability-focused innovation might just be the edge Breitling needs to stand out in a crowded market.
