Breitling Introduces An Innovative And Sustainable Watch Box

Created entirely from upcycled plastic bottles, the watch box is foldable and also reusable

Breitling has just released a foldable and reusable watch box created entirely from upcycled plastic bottles. More importantly, with this new box, the brand has effectively reinvented packaging in the watch industry, underscoring the brand’s commitment to reducing its environmental impact and replacing the large, heavy watch boxes that have long been an industry mainstay with a small, smart, modular alternative.

Previously, before introducing the new watch box, Breitling had already explored ways of reducing the environmental footprint of its packaging. The brand created an alternative box that was about half the size of the industry standard. The next major step was the introduction of the new watch box, which, in turn, is about half the size of Breitling’s current box. Interestingly, at the same time, Breitling also reduced the number of elements used in its packaging from an average of 12 to just three: the box, the pillow, and the quick-start guide.

Furthermore, Breitling’s new watch box is made from materials that can be recycled and reused in future projects. From the fabric to the push buttons that open it, the new watch box is made from 100-percent upcycled PET bottles—which is among the most widely recyclable types of plastic. After that, once the box is no longer needed, it can be recycled at a dedicated facility where it will be fed back into the PET cycle.

Incredibly, the sustainable packaging—which will be available in early 2021—has already been awarded the Efficient Solution Label, given by the Solar Impulse Foundation for solutions that have a positive impact on the environment and the economy.

“Breitling is committed to doing everything within its sphere of influence to reduce the company’s environmental impact. With that in mind, we started working on a sustainable packaging concept with the goal of optimizing the impact on the environment, and the result has exceeded our ambitions. It has evolved into a positively disruptive element that has affected many different aspects of our packaging, ranging from material to transport and even to how customers will use the box,” explained Georges Kern, CEO of Breitling, in closing.

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