IWC has published the fourth edition of its Sustainability Report, which includes an introduction by Brazilian environmentalist and supermodel Gisele Bündchen, recently appointed by the Swiss watch manufacturer as its Environmental & Community Projects Advisor. In its report, the House highlights progress against its sustainability targets for the year 2022, as well as setting out an ambitious strategy for the future.
The House of Schaffhausen, as mentioned, therefore welcomes environmentalist Gisele Bündchen as the brand's first ever Environmental Community Projects Advisor. Since 2009, Gisele has held the role of Goodwill Ambassador for the United Nations Environment Programme and is committed to championing the causes of biodiversity and wildlife. For her long-standing commitment to environmental issues, she has received awards from Harvard University and UCLA. In the course of the materials analysis conducted by IWC for the latest Report, it emerged that biodiversity and communities are two strategic areas on which to accelerate initiatives. Gisele will bring her expertise on these issues and her passion for saving the planet to IWC's sustainability projects, working alongside the manufacture to identify initiatives to work on in the future.
Commenting on this collaboration with IWC, Gisele said: "I am thrilled to be working with IWC for our common goal of saving the planet. Our sustainability journeys both began with the realisation that we have a responsibility to do more, and that we can use our voices and our position to create a positive impact on the environment and society. I look forward to working together with IWC to help leave a better future for the next generations." Franziska Gsell, Chief Marketing Officer and Chair of the Sustainability Committee at IWC Schaffhausen, said: "Gisele is someone who shares our goal and determination to generate real change for the benefit of the environment and society. We are honoured to have her at our side in our ongoing journey towards sustainability. IWC has always followed the highest standards in terms of what we do to safeguard the planet for future generations. Gisele's experience, commitment and global reputation will help open up new possibilities for us to make a positive impact on the planet and communities around the world.
In addition, IWC, following the introduction of paper-based TimberTex straps in 2021, is announcing new straps made of MiraTex, made from Mirum, a circular, plastic-free, bio-based material that meets IWC's rigorous standards for strength, flexibility and aesthetics. The straps made of MiraTex, a word composed of 'miracle' and 'fabric', were designed in collaboration with Natural Fiber Welding (NFW), a materials innovation company. NFW's Mirum contains neither plastic nor petrochemicals, and is made from plants and minerals, including FSC-certified natural rubber, as well as fillers such as cork powder and mineral dyes. By eliminating the tanning process, Mirum requires far fewer resources in production than animal and synthetic leather, thus generating a reduced carbon footprint. Finally, Mirum is 100% recyclable and circular.