It’s a bold statement from a bold and innovative company – Greubel Forsey will completely eliminate animal leather from its straps. Starting from 1st January 2022, 100% of their straps will be crafted from high quality plant-based materials. This is a first for the brand, and a first in the watch industry.
Greubel Forsey has been a trailblazer for almost twenty years, famously introducing seven Fundamental Inventions, which set a new standard and established the brand’s assertive vision in the field of Fine Watchmaking. This decision represents a paradigm shift in the industry. Greubel Forsey does not compromise on quality and today, the Atelier yet again confirms its convictions.
“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 Atelier’s specifications for the new plant-based straps are exactly the same as those for its leather straps.
Its principle of pursuing exceptional quality is now being pushed to the extreme: aesthetics, durability, wear, resistance to water, ultraviolet rays, etc. It’s virtually impossible to differentiate between a plant-based strap and its leather predecessor by look and feel, while also making the sacrifice and suffering of animals a thing of the past.
Several color variations will be available, just like the leather straps used today. The same will apply to buckles: with 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.
A new chapter is being written for Greubel Forsey and this initiative will not remain isolated, as the Atelier is currently working on new responsible developments, in the short and medium term. It’s time for a change.
For more information please visit https://www.greubelforsey.com