In recent years, the luxury industry has found itself at a crossroads. Once synonymous with exclusivity and indulgence, high-end brands are increasingly being challenged to adapt to a world where sustainability and ethics matter more than ever. Let’s Do It World is proud to play its role in this social shift.
While the traditional focus on craftsmanship and high-quality, durable products – hallmarks of the luxury sector – fits perfectly within the bounds of a sustainable future, the use of rare materials, resource-intensive manufacturing processes, and the impacts of global supply chains have raised questions among today’s more environmentally-conscious consumers. Younger generations, in particular, are no longer satisfied with luxury for luxury's sake – they want to know that the products they buy are made responsibly, with careful consideration for people and planet.
This mindset shift has encouraged many luxury brands to rethink their practices, moving beyond superficial gestures toward more meaningful changes. The industry is grappling with how to balance heritage and innovation with a new set of expectations. The challenge is significant, but for those willing to take it on, there is an exciting opportunity to lead as pioneers in a new, sustainable future.
Our valued World Cleanup Day partner, NORQAIN, is one of the companies taking on this important challenge. As a young, family-owned Swiss watchmaker founded in 2018, NORQAIN has made sustainability an important part of their brand’s DNA since the very beginning. From carbon-neutrality and innovative production methods to the use of recycled and cruelty-free materials, NORQAIN is working to reduce the impact of their products in myriad ways. The values of NORQAIN align well with Let’s Do It World’s mission to create a clean and healthy environment for all the planet’s inhabitants, not just humans.
Their latest collaboration with Let’s Do It World is one example of their efforts to push boundaries in the luxury watch market. On 30 August, a set of fifteen exclusive limited edition watches were launched in NORQAIN’s collection. Ten percent of the proceeds will be donated to Let’s Do It World, to bring awareness to waste pollution and the value of resource management. The side plate of the watch is crafted from waste collected during last year’s World Cleanup Day!
This watch’s journey to creation began on 16 September 2023, when NORQAIN inspired local school children in the Swiss alpine town of Zermatt to take action against waste pollution. Accompanied by members of the NORQAIN team, a group of youngsters set about clearing up their local environment in the autumn fog, alongside millions all around the world as part of World Cleanup Day 2023.
With their knack for creative thinking and drive for positive impact, NORQAIN then worked with their engineering team to create a limited edition watch for World Cleanup Day 2024, using the collected waste. What better way to embrace the spirit of World Cleanup Day as a catalyst for long-term change, and a collective global moment to rethink the way we relate to waste – as a resource fit even for the luxury industry, not something to be discarded.
After a year of tests and trials, the Wild ONE World Cleanup Day Limited Edition watch is now launched, with an engravable plate crafted from the recycled cleanup waste. First introduced in 2021, NORQAIN’s Wild ONE collection is the brand’s most sustainable model. The watch casing is built using NORTEQ, the company’s cutting-edge carbon fibre composite made from 60% bio-sourced materials, whose production process ensures that any leftover material is 100% recycled and upcycled. The innovation of this material, introduced in 2022, formed part of the brand’s success in achieving CO2-NEUTRAL certification by Swiss Climate.
The remainder of the watch’s parts are made from titanium, considered to be the most sustainable choice of metal in the watch making industry due to its durability, recyclability and ongoing improvements aimed at reducing the energy intensity of the extraction process. The collection is also animal cruelty-free, since NORQAIN pledged to eliminate leather straps from its entire range of watches.
While long-term durability is an important criterion for any luxury watch, the Wild ONE collection takes this commitment further with a watch carefully designed to withstand the demands of extreme sports and the elements – built with lovers of nature and outdoor adventure in mind. In a world where ‘built-in obsolescence’ – designing things to break – is often the norm, products built to last are increasingly rare but will be an essential part of a zero waste future.
Beyond this experiment to turn waste into a resource, NORQAIN’s Partnership Director Brian Keene explains how the company is constantly exploring new materials and testing out new approaches to green its production:
“When it comes to using waste collected at cleanups in our products on a wider scale, we are still at an early stage in the innovation, and exploring new ways to make this work. But overall, our mission is to demonstrate that a company can make a real difference. This is why we are constantly investigating new materials, exploring more sustainable production methods, and evaluating our supply chain for opportunities to improve.”
Greening the production lines is no small task for a small company, as Brian explains: “Innovation often requires significant investment, which can be more challenging for smaller, independent brands. But innovating for sustainability is an important part of the way we work. As a family-owned and independent company, we naturally think with a long-term perspective. So from the very beginning, it was clear that we wanted to integrate a sustainability strategy into our business.”
For Heidi Solba, Let’s Do It World’s President and Head of Global Network, the Partnership with NORQAIN is an excellent example of how businesses can support the World Cleanup Day cause in meaningful ways: "NORQAIN’s partnership with Let’s Do It World through their Wild ONE World Cleanup Day Limited Edition is a perfect example of how brands can rethink traditional practices to make a meaningful difference in their production methods, while also leveraging new brand value for their luxury goods. It shows how brands can take concrete steps to be smarter about material use through recycling and upcycling, and how this in turn can be a major step in achieving carbon neutrality – something all responsible brands are now striving for.”
She continues: “It shows that the commercial world doesn’t have to be at odds with sustainability; with the right approaches, it can be a driving force for innovation and awareness. We hope NORQAIN’s approach inspires others in the business sector to stop and think deeply about how they can have a positive impact on the world – using their expertise to bring awareness to the challenges we face and exploring innovative ways to collaborate with Let’s Do It World.”
Find out more about NORQAIN’s sustainability initiatives here.
Interested in partnering with World Cleanup Day? Drop Heidi a message at Heidi.Solba@ldiw.org
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