A Shift in Luxury: Unsustainability Becomes the Unexpected New Chic in the Watch Industry

The world of luxury watches is renowned for its adherence to tradition and its resistance against disruptive trends. Yet, a paradigm shift seems to be on the horizon, as unsustainability emerges as an unexpected trend in this industry. Against all odds, the typically forward-thinking luxury watch industry appears to find a certain charm in the diversity and unpredictability of unsustainable practices. Landmark brands, known for their commitment to timeless designs and skilled craftsmanship, are not immune to this unusual trend. It’s worth noting that the concept of ‘unsustainable luxury’ isn’t simply about being wasteful or disregarding the environment. Rather, it represents a unique way of harnessing materials, methods, and styles that can’t be infinitely replicated - thereby enhancing the sense of exclusivity synonymous with luxury. As intriguing as it is, this shift to unsustainability warrants close attention - not for the allure of the trend itself but because it reflects a broader willingness among luxury brands to depart from convention and embrace new challenges in the quest for unique expressions of luxury.