Greubel Forsey announces that it will completely eliminate animal leather from its straps. Starting January 1, 2022, 100% of Greubel Forsey straps will be crafted from high quality plant-based materials. This is a first for the brand, and a first in the watch industry.
"The technical offer for plant-based straps is mature, and our clients are by nature forward-thinking and welcoming of innovation. We want to be in line with their world vision and we are delighted to write a new chapter of responsible and sustainable High-end Watchmaking" says Antonio Calce,Chief Executive Officer and Executive Board Member.
Starting January 1, 2022, Greubel Forsey will firmly abide by its convictions and no longer use any animal-based product, of any kind or origin, for any of its straps. The Atelier's specifications for the new plant-based straps are exactly the same as those for its leather straps.
Its principle of pursuing exceptional quality is now being pushed to the extreme: aesthetics, durability, wear, resistance to water, ultraviolet rays, etc. It's virtually impossible to differentiate between a plant-based strap and its leather predecessor by look and feel, while also making the sacrifice and suffering of animals a thing of the past.
Several color variations will be available, just like the leather straps used today. The same will apply to buckles: with a folding clasp or pin buckle, depending on the model and on the demand.
This is yet another innovation, as high-end plant-based straps with a folding clasp did not yet exist in Fine Watchmaking.
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