Watches are, at their best, a “buy it for life” item, which is inherently a strong tenet of sustainable consumer purchasing. They’re designed to last, to be repaired, and to mark moments over years, sometimes generations. That inherent longevity makes the category an interesting one for sustainability. When done thoughtfully, watchmaking can move away from disposability and toward craftsmanship, transparency, and responsibility.
This week’s 5 Faves highlights watch brands that are thinking beyond aesthetics and precision. From renewable energy innovation to supply chain traceability and community revitalization, these companies are using timepieces as a platform for broader impact.
1. Shinola
Shinola’s story is deeply tied to place. Founded with a mission to help revive manufacturing in Detroit, the brand has made domestic production and job creation a central part of its identity. Many of Shinola’s watches are assembled at its Detroit-based factory, supporting skilled manufacturing jobs and investing in workforce development in a city long impacted by industrial decline.
Beyond watches, Shinola has expanded into bikes, leather goods, and hospitality, all while keeping its focus on quality and durability. The emphasis on long-lasting products and local economic investment offers a reminder that sustainability isn’t only about materials. It’s also about strengthening communities and rebuilding resilient local economies.
2. Citizen Watches
Citizen has been a quiet innovator in sustainability for decades through its Eco-Drive technology. Eco-Drive watches are powered by light, both natural and artificial, eliminating the need for regular battery replacements and reducing hazardous battery waste over the life of the product.
That seemingly simple design choice has meaningful environmental implications at scale, especially for a global brand with a wide reach. By designing watches that can run for years without disposable batteries, Citizen demonstrates how thoughtful engineering can reduce resource use while improving convenience and longevity for the wearer.
3. Breitling
Luxury and sustainability don’t always travel together, but Breitling is working to change that narrative through a strong focus on traceability and transparency. The brand has made public commitments to responsible sourcing, including increased traceability of gold and diamonds used in its watches.
Breitling has also introduced digital product passports for select models, allowing customers to trace the origins and lifecycle of their timepieces. In an industry where supply chains have traditionally been opaque, these steps signal a meaningful shift toward accountability and informed ownership.
4. Solios
Solios stands out for its clear, values-led approach to business. The Canadian watch brand is a Certified B Corporation and has earned one of the highest B Corp scores in the watch category, reflecting strong performance across governance, workers, community, and environmental impact.
Its solar-powered watches are designed to function without battery replacements, and the brand prioritizes low-impact materials and responsible manufacturing partners. Solios also commits to measurable climate action, including tree planting initiatives tied to purchases. The result is a brand that treats sustainability as a core operating principle rather than an add-on.
5. Breda
Breda is a family-owned, BIPOC-owned watch brand that brings design, accessibility, and sustainability together in a thoughtful way. Known for clean, modern aesthetics, Breda has introduced more sustainable collections that incorporate recycled materials and reduced-impact packaging.
Equally important is the brand’s ownership and leadership. Supporting diverse, family-run businesses is a critical part of building a more equitable economy, and Breda shows how independent brands can evolve responsibly while staying true to their creative vision.
Why It Matters
Sustainability in watchmaking isn’t about perfection. It’s about better questions. How long will this product last? Who made it? Where did the materials come from? What happens over its lifetime?
These five brands offer different answers, but they share a common thread: a belief that time is valuable, and how we choose to measure it matters. Whether through renewable energy, traceable materials, or community investment, they remind us that progress often happens incrementally, one thoughtful decision at a time.
As always, we’re encouraged by the creativity and care showing up across industries we don’t always associate with sustainability. That’s where some of the most interesting momentum is building.