Ever wondered how superhero characters got their powers and who they were before their larger-than-life transformation? That is what origin stories are for — to give a deeper insight into that part of a superhero. And what about watches, then? Have you considered how they came to be? Breitling is about to change that narrative with their latest release — the Breitling Super Chronomat Origins.
In a bid to do better, the Breitling Super Chronomat Origins is a traceable watch that allows its gold and diamond source to be tracked to its respective mine and producer. Each watch is accompanied by a blockchain-backed NFT that is responsible for the traceability of the watch’s supply chain. It will see Breitling shift their attention to working with better gold, better diamonds with better traceability by 2025 across its entire product portfolio.
Better Gold, Better Diamonds
The Breitling Super Chronomat Automatic 38 Origins will be the first watch to debut raw materials from trusted suppliers. Its 18k rose gold case features gold sourced from a single artisanal mine that meets the Swiss Better Gold Association’s criteria. The association’s guidelines are in place to improve working, living and environmental conditions in artisanal and small-scale (ASM) mining communities. On top of that, Breitling contributes to local community development projects with every gram of gold purchased.
The watch’s diamond-set bezel features Type IIa single-crystal diamonds, the most valued and purest type of lab-grown diamonds. They are identical to mined diamonds and are subjected to the same rigorous quality testing. Breitling will transition entirely into lab-grown diamonds by 2024 across all its products, which are traceable to diamond growers that meet high social and environmental performance standards and climate neutrality. Breitling contributes to a social impact fund for every carat purchased that supports diamond-producing communities.
Breitling’s release of the Breitling Super Chronomat Automatic 38 Origins is the start of a new roadmap for the brand’s sustainability efforts. It signifies a major sustainability milestone for Breitling as they bid to strengthen their commitment to sustainability.
“For us, sustainability is not a project; it’s a journey we’re on to transform our business. We drive this change by creating beautiful products and experiences with better materials, manufacturing, and packaging. And while we know we can’t do everything at once, action by action, we’re doing everything we can in our sphere of influence.” says the CEO of Breitling, Georges Kern.
Besides this, Breitling will eliminate plastic waste across its operations and plan to adopt a zero-plastic waste stance by 2025. In this first year of the initiative, Breitling reduced 34% of plastics compared to what would have been generated without intervention. Achieving carbon neutrality on all measured emissions was also the first step for Breitling as they moved towards climate action.
Measured approaches such as switching to 100% renewable energy across Breitling’s headquarter operations and purchasing Sustainable Aviation Fuel for all employee flights aboard SWISS are part of the brand’s strategy to combine investments in high-quality carbon-offsetting projects with internal initiatives. Other moves, such as engaging key stakeholders to conduct their carbon accounting and reduction strategies, will aid Breitling’s goal for a sustainable future.
Given how the environment is in dire need of restoration and rehabilitation, Breitling partners with Ocean Conservancy, “urban rewilding” nonprofit group SUGi, the African organization Qhubeka and Solar Impulse Foundation by Swiss explorer Bertrand Piccard for various initiatives.