What are the main obstacles to innovation? In most cases: lack of ambition, vision, resources, but also habit, resistance to change and perhaps a certain amount of prejudice. Greubel Forsey has fought firmly against such obstacles for almost twenty years, famously by introducing seven Fundamental Inventions, which set a new standard and established the brand’s assertive vision in the field of Fine Watchmaking. Today, Greubel Forsey announces that it will completely eliminate animal leather from its straps. Starting January 1, 2022, 100% of Greubel Forsey straps will be crafted from high-quality plant-based materials. This is a first for the brand, and a first in the watch industry.
Proven quality
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. Indeed, «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» says Antonio Calce, Chief Executive Officer and Executive Board Member.
Putting the past behind
Starting 1 January 2022, Greubel Forsey will firmly abide by its convictions and no longer use any animal-based product, of any kind or origin, for any of its straps. 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.
