Swatch becomes biodegradable

With one eye on the origins and one on the future, the first Swatches made of non-polluting plastic are a reality and the replacement of old packaging with biodegradable material is underway. Compared to the volumes of pollutants that end up in the oceans and the atmosphere every year, the impact of the watch industry may seem negligible, but overall it has its weight. That's why, also with a view to sending out a message and raising awareness on the issue of pollution, the 12 new Swatch watches and the retirement of the historic transparent case play a decisive role. Anticipated by the re-edition of the 1983 best-seller 'Don't be too late' launched in January, the first six 'bioreloaded' references in the standard size (34 mm diameter) echo the design and colours of as many iconic models from the 1980s. The biological material they are made of is derived from castor beans and feels exactly the same as traditional plastic. The five versions with a 41 mm case have a coloured total look (black, blue, or red), or recall the 'Don't be too late' with a more contemporary approach. Bioreloaded' plastic also for a version of the Sistem51. While the goal of definitively abandoning petroleum derivatives for all watches in production is still a long way off, the abolition of plastic packaging has already begun. The new packaging will in fact be made of PaperFoam, a mixture of natural fibres and starch, which is biodegradable and recyclable along with paper, and will be used for all production within a few months. Beyond fashions and trends, the secret of Swatch's success is undoubtedly its ability to capture the spirit of the times and interpret it instantly. It has been happening steadily since 1983, the year the brand was born, and it immediately became a more complex phenomenon, transforming the industry and the relationship of individuals with the watch object. The green turning point is the beginning of a new phase, but also yet another demonstration of Swatch's ability to fuse instances from the socio-cultural, technological and fashion worlds with innovative spirit and a touch of irony.

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