FeatureOcean Pollution To Wrist Solution: Four Watchmakers Revolutionising Sustainability Through #Tide

In a world where every second counts, four watchmakers are leading the charge for change. Maurice Lacroix, Titoni, Luminox, and Norqain, renowned brands in the horological space, are taking a stand to address a pressing environmental issue. Central to this movement is #Tide, a brand that wades into uncharted waters to combat plastic pollution and champion sustainability within the watchmaking industry.

The watchmaking industry has always valued sustainability, focusing on crafting timepieces that last generations. But #Tide is shaking things up. Instead of just making watches that last, they’re making watches that help our planet last. Our oceans are filled with a staggering 5.25 trillion pieces of plastic. In response, #Tide are urging the watch industry to think differently—not just about the lifespan of their watches, but about the impact of their production methods and materials too. What’s fascinating about #Tide is their knack for turning a troubling global issue into a platform for creativity and invention. #Tide doesn’t just recycle; they champion a cause, leading the charge towards a sustainable future. They are transforming discarded ocean plastic into superior, durable products, demonstrating that a crisis can indeed be an opportunity for remarkable innovation. Here’s how that happens.

How #Tide Upcycled Plastic Is Made

Step 1

The journey begins in Southeast Asia, where the fishing community, including the semi-nomadic Moken, collect plastic waste from the ocean and coastal regions. They are incentivised to gather a variety of plastics, including polyethylene terephthalate (PET), polypropylene (PP), and polyethylene (PE), ranging from plastic bags to water bottles and even discarded COVID-19 medical supplies.

Step 2

Once collected, this plastic is sent to a facility in Ranong, Thailand, where the initial sorting takes place. The collected plastic is separated based on the type and condition, carefully washed to remove any impurities such as salt and sand, and then shredded into smaller pieces, preparing it for the next stage of its transformation.

Step 3

The shredded plastic flakes are then shipped to Switzerland where the magic truly begins. In partnership with the Swiss University of Applied Sciences, #Tide have developed a proprietary mechanical process. This method transforms the brittle, shredded plastic flakes into a premium second life raw material without the use of chemicals or virgin plastics.

Step 4

The plastic is processed into granules with a high purity level. This high-quality, durable material is now ready to begin its second life. It can be turned into textile yarn or filament for 3D printing, and repurposed into various consumer goods, including watches.

Let’s delve into the unique stories of how Maurice Lacroix, Titoni, Luminox, and Norqain, with #Tide, have created timepieces that tell tales of material innovation, nature preservation, and sustainable luxury.

Maurice Lacroix And #Tide

Maurice Lacroix’s Aikon #Tide watch innovatively blends sustainability with style. Crafted from #Tide’s revolutionary composite material made from ocean-recovered plastic and glass fibre, it is twice as hard as standard plastic and five times more resistant. The production process includes collecting, sorting, and shredding plastic bottles into tiny granules, which are then used to craft the watch’s case. Almost every part of the watch exterior, except for the strap, is made from this composite material. Even the packaging, designed to resemble a high-end reusable cup, is made from the same recycled material. It takes 17 upcycled PET bottles to create a complete Aikon #Tide watch and its carrying case.

Sporting the signature aesthetics of Maurice Lacroix’s Aikon collection, the Aikon #Tide features a unique ‘Vague du Jura’ ocean-inspired motif on the dial, replacing the traditional clous de Paris pattern. The watch retains the easy-to-change system for the rubber straps, a flat sapphire crystal glass, and a screw-down crown and caseback for water resistance up to 100m. Despite its youthful vibrancy and accessibility, the Aikon #Tide still holds its place in the luxury watch sphere. Maurice Lacroix’s partnership with Tide Ocean SA reflects its long-term commitment to combating ocean pollution, with a portion of proceeds from each Aikon #Tide watch sold funding environmental initiatives. The company’s commitment to sustainability extends to an ambitious goal of saving 10 million bottles from polluting the oceans.

Titoni And #Tide

Titoni have entered into an exciting partnership with Tide Ocean SA to create the strap of its Seascoper watch. Through this collaboration, the Swiss company is replacing traditional materials with ocean plastic, contributing significantly to the reduction of virgin raw materials. The collected ocean plastic is upcycled into high-quality granules and yarns by Tide Ocean SA. These granules and yarns are then meticulously crafted into the classic straps adorning the Seascoper watch. This environmentally-conscious initiative not only enhances the aesthetic appeal of an already attractive timepiece but also reinforces Titoni’s commitment to sustainability.

Titoni have entered into an exciting partnership with Tide Ocean SA to create the strap of its Seascoper watch

Luminox And #Tide

Luminox, a brand known for their rugged, adventure-ready watches, have also partnered with #Tide. Together, they’ve designed the innovative ECO Series watch lines, featuring cases, straps, and bezels created from ocean-recovered plastic.

The Luminox ECO Series watches, in addition to their eco-conscious design, continue to offer the brand’s iconic durability and precision. With quartz movements encased in robust #Tide material, these watches are water-resistant to a depth of 200m. The cases and unidirectional rotating bezels are crafted from ocean waste material, while the caseback and screw-down crown are constructed from 316L stainless steel. The watches also feature green and orange light luminous tubes that are visible in any condition without having to be charged by an external source. This technology uses tritium gas encased in the tubes, and the tritium gas is itself recycled. The watches feature a sapphire crystal glass with an anti-reflective coating, contributing to their durability and readability.

The parent company of Luminox, Mondaine, is no stranger to sustainable practices. Already a carbon-neutral watch company, Mondaine have integrated solar power and eco-friendly materials into its operations, including Luminox’s since 2020, demonstrating their commitment to net-zero carbon emissions.

The partnership between Luminox and #Tide signifies a shift towards more environmentally responsible practices in the watchmaking industry, while maintaining high-quality and performance standards. A portion of the revenue from these watches supports social and environmental non-profit organisations such as Fairventures Worldwide, reflecting Luminox’s commitment to sustainability.

Luminox and #Tide have designed the innovative ECO Series watch lines, featuring cases, straps, and bezels created from ocean-recovered plastic

₹54,100

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With quartz movements encased in robust #Tide material, these watches are water-resistant to a depth of 200m

₹54,100

Buy Online

Norqain And #Tide

Norqain, a Swiss watch brand celebrated for their independence and spirit of adventure, are another brand that have joined forces with #Tide in an innovative partnership. As part of the Freedom collection, which is inspired by a deep love for the outdoors and boasts vintage aesthetics from the ’60s, Norqain offer a unique chronograph watch. This model is set apart by its two-layer dial with a sunburst anthracite upper level, white sub-dials, and a white outer ring. Its 40mm stainless steel case ensures a comfortable fit for any wrist size.

Norqain, a Swiss watch brand celebrated for their independence and spirit of adventure, are another brand that have joined forces with #Tide in an innovative partnership

The partnership shines in the watch’s strap options. Alongside a stainless steel bracelet, a Perlon rubber strap, and a brown Alcantara strap, Norqain also offers an ivory-coloured linen ‘Nortide’ strap made from ocean-bound recycled plastic, collected and upcycled by #Tide. The watch features the Swiss-made Norqain calibre NN18. Norqain’s partnership with #Tide reflects their long-term vision for sustainable watchmaking and their dedication to protecting the outdoor spaces that inspire their designs.

The partnership shines in the watch’s strap options. Alongside a stainless steel bracelet, a Perlon rubber strap, and a brown Alcantara strap, Norqain also offers an ivory-coloured linen ‘Nortide’ strap made from ocean-bound recycled plastic, collected and upcycled by #Tide

Final Thoughts

When we consider these watch brands and their #Tide collections, we see not just exquisite timepieces, but powerful symbols of change. Each watch, a testament to environmental conservation, aligns perfectly with the ethos of its manufacturer. This is a story that begins with plastic waste from the oceans and ends on your wrist, allowing you to carry a piece of this mission wherever you go.