CuleM Watches, which produces Swiss made, automatic GMT watches with designs inspired by the world, has launched its January ‘Unsale’ this week which, instead of discounts, sees the independent brand doubling its donations to charity partners and accelerating the expansion of its CuleM Forest for each watch sold.
Since launching its mission to set a new, sustainable standard for the watch industry in November 2020, CuleM Watches has been planting 100 trees through Ecologi and protecting ~6.5 acres of existing tropical rainforest, through its partner Rainforest Trust UK, for every watch sold. Donations are also being made to ActionAid and Plastic Oceans UK. Together, these initiatives are focused on enabling CuleM customers to protect Land, Air, Water, Animals and People with their purchase.
Now, until 31 January 2021, every watch sold will see 200 trees planted and ~13 acres of rainforest protected. CuleM Watches will also double its donations to ActionAid and Plastic Oceans UK. This means that a total of 6% of sales will be donated to conservation and humanitarian causes, instead of 3%.
Matthew Cule, Founder and Chief Executive of CuleM Watches comments: “The CuleM team wanted to mark the start of a new year with a positive initiative which enables watch-lovers to pay their respects to the beautiful, yet fragile world in which we all live.
“With COP 26 being held this year, sustainability is higher on the agenda than ever. We believe that a CuleM watch means helping to protect the planet that inspires our products. Therefore, our January ‘Unsale’, which sees us doubling down on our brand’s positive environmental impact rather than compromising it, fits perfectly with our bold pledge to set a new sustainable standard for the luxury watch industry.
“This is only the start of our journey to become a truly sustainable Swiss made watch company and, with lots of exciting plans towards this goal set to come into fruition this year, we felt it was only right to kickstart 2021 with an initiative which is as unique as our watch designs, which are inspired by the planet.”