In a surprise move, the ultra-niche luxury watchmaker charts a bold step towards a better world

Famous for its quadruple tourbillon grand complications and out of this world inventions, Greubel Forsey has announced that it will completely eliminate animal leather from its creations, and offer only vegan leather straps.

Starting 1 January 2022, one hundred per cent of its timepieces will be delivered on high quality plant-based vegan leather straps. This is a first for the brand, and a first for the watch industry.

“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, Greubel Forsey’s chief executive officer and executive board member.

Other manufactures such as Cartier and IWC have also begun offering vegan leather straps. Earlier this year, IWC rolled out a selection of Timbertex paper-based watch straps for its Portugieser collection.

Meanwhile, Cartier had also created special plant-based straps for its new Tank Must collection. This material, made of recycled apple peel, echoes the sustainability spirit of the maison’s new solarbeat movement.

According to Greubel Forsey, it is virtually impossible to differentiate between a plant-based strap and its leather predecessor by look and feel. The manufacture will offer several colour options starting with classics like brown, black and blue.

With this new manufacturing strategy, customers who wish to reduce their impact on the environment will be able to access a wider range of strap options, in addition to textile and rubber.