Looking to reduce its impact on the environment, IWC Schaffhausen has unveiled its stylish new TimberTex straps, made from a low-impact paper-based material.
It took them a little while but the luxury world has well and truly taken its place on the green wagon. From Adidas sneakers made from salvaged ocean plastic to Burberry‘s fight for sustainable cashmere production, and Gucci‘s Off the Grid collection, green is the new gold.
Even within the watch world, there’s a growing sense of sustainable diligence: Omega has its Seamaster Planet Ocean collection which supports the GoodPlanet Foundation, Breitling does the same with Kelly Slater’s Outerknown brand, and Tom Ford recently launches the first watch collection entirely made from harvested ocean plastics. Now it’s IWC’s turn.
The new IWC TimberTex straps are the result of in-depth research and development and reflect the watch brand’s ongoing commitment to innovation and responsible watchmaking.
The new watch straps are made primarily of paper from responsible sources. Conscious of the importance of offering alternatives to its responsibly sourced leather, the Swiss brand already provides bracelets in steel, textile and rubber. Now eco-conscious lads can opt for TimberTex straps, which have a luxurious look and feel as well as a soft and supple texture.
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However, unlike synthetic leathers, which are often plastic or petroleum-based, the material is composed of 80% natural plant fibres. The cellulose used comes from Forest Stewardship Council (FSC)-certified trees grown in the non-profit organisation’s sustainably and responsibly managed European forests. It is then manufactured in Italy, using traditional papermaking techniques and coloured with natural plant-based dyes. The material’s irregular grain makes every strap unique – and who doesn’t love that?
The creation of TimberTex straps includes over 60 different stages, with craftsmanship playing a key role. Padded with recycled microfibre for extra comfort and expertly finished with recycled thread, they are another highly wearable and luxurious leather-free option. Even better, these durable straps are also water-resistant and won’t show signs of wear after a dip in the pool, just in time for summer.
The TimberTex straps currently complement four models: the Portugieser Chronograph, Portugieser Automatic 40, Portofino Automatic and Portofino Chronograph, and are available in blue, brown and black.
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