CuleM Watches, which produces Swiss made, automatic GMT watches with designs inspired by the world, have launched a bold pledge to set a new sustainable standard for the luxury watch industry.
From now on, at least 3% of sales will be donated to conservation and humanitarian causes, enabling watch-lovers to protect the planet through their timepiece. Through its new partnerships with Rainforest Trust and Ecologi, announced today, CuleM has protected 65 acres of tropical rainforest and planted an extra 10,000 trees, to create a CuleM Forest. For every watch sold, the team will expand the CuleM Forest by planting 100 more trees. It will also preserve over 6 additional acres of existing rainforest.
The team will also donate a percentage of total sales to ActionAid, an international charity that works with women and girls living in poverty, and Plastic Oceans UK, an organisation whose goal is to stop plastic reaching the oceans within a generation. Together, these initiatives will enable CuleM customers to protect Land, Air, Water, Animals and People with their purchase.
Finally, CuleM’s Watches has designed its packaging to be 100% plastic free. It is also working to offset its CO2 footprint by investing in international sustainability projects such as wind energy in India and preserving prime Brazilian rainforest, alongside Ecologi. These commitments represent just the first steps towards making CuleM a truly sustainable Swiss made watch company.
Matthew Cule, founder and Chief Executive of CuleM says: “CuleM believes that the luxury watch industry should add to the health of society and the planet, not take away from it.
“When I first conceived of CuleM, I wanted to make unique, beautiful watches in an industry that for too long has been stuck making the same products, year after year.
“I believe that a watch has meaning to its owner. When you buy a watch, it is often to celebrate a milestone. We wanted to give that milestone even more meaning by making a lasting impact on the planet.
“That’s why we are planting 100 trees and protecting over six acres of threatened rainforest every time a customer buys a watch from CuleM through partnerships with Ecologi and Rainforest Trust.
“We are supporting ActionAid in their mission to change the world with women and girls.
“And we are supporting Plastic Oceans UK, an organisation whose goal is to stop plastic reaching the oceans within a generation.
“Combined, these efforts mean we can help to protect our Land, Air, Water, Animals and People. A CuleM watch means helping to protect the planet that inspired our products.”
CuleM has partnered with Ecologi to help them achieve their vision. Elliot Coad, Managing Director of Ecologi said:
“Ecologi is thrilled to be working together with CuleM Watches to plant trees to positively impact the climate and environment.
“CuleM is perfectly set up to drive significant change, and starting with a forest of over 10,000 trees in Madagascar is clear proof of that!”
CuleM’s vision to make the luxury watch industry more sustainable is a long-term project, and to help them achieve their vision, the company has appointed Romesh Jeyaseelanayagam as Chief Sustainability Officer. He will be responsible for delivering on CuleM’s roadmap to achieve true sustainability and carbon negative status. He adds:
“We are excited at the challenge of meticulously looking at every aspect of what we do, both in product design and manufacture, as well as a company, and devising ways to make it ever more sustainable.
“We want to pioneer a path to sustainability for Swiss made watches, and help the whole industry get there.”