Breitling has long been on a mission to protect our planet. In recent years, the watchmaker has partnered with Ocean Conservancy, a leading nonprofit environmental advocacy group, participated in beach clean-ups and placed a spotlight on the important issue of plastic pollution in our seas. This commitment has also shone through in its products, including a collaboration with sustainable clothing company Outerknown, creating stylish Nato straps crafted from Econyl yarn, a pioneering material made from recycled fishing nets.

Now the company is taking a holistic view, applying this same approach right down to its packaging. Its new sustainable watch box, which will be introduced from early 2021, is made from 100 per cent upcycled PET bottles. What’s more, once the box is no longer required, it can be recycled at a dedicated facility where the materials can go on to be reused once again.

The smart, modular design has several further benefits. Breitling is able to ship the new boxes directly to markets, on average reducing the distance it travels by almost 30 per cent. Its smaller size and revised structure means it can be shipped flat, with this box resulting in a reduction of transport-related CO2 emissions of over 60 per cent when compared to its original watch box. It retains the same signature style, with a number of special finishing touches. For example, the pillow inside can handily double as a travel pouch for your timepiece.

This new concept has already been awarded the Efficient Solution Label by the Solar Impulse Foundation, recognising Breitling’s contribution to providing innovative solutions to help protect the environment. And while Breitling’s classic box will still be available should customers wish, they will be encouraged to offset its impact with a voluntary contribution to SUGi, an organisation leading the way in restoring biodiversity and regenerating ecosystems around the world.

breitling.com