Did you hear about the luxury brand that claims to be the world’s first carbon neutral wristwatch brand?
Binda Group’s Wyler has gotten itself certified carbon neutral. What that means is that all stages in the production of the watch have been analyzed and have their carbon emissions calculated. This includes all energy used, all waste generated and all transportation required to bring the watches to the company’s headquarters. The resulting emissions are then offset through projects managed by the CarbonNeutral Company.
The brand claims that this move is part of its environmental awareness and aims to maintain this approach to environmental protection by instilling a similar mindset among its suppliers and partners. They’ll even be carbon offsetting the famous Dakar Rally as a part of a marke-.. okay, that last bit about the Dakar Rally is a lie.
They’ll just be the official time keeper. In fact, they closely associate their entire brand story to the carbon busting activity of automobiles which is very contradictory. If they really wanted to extol the virtues of environment awareness then they should’ve done things a little different – co-develop a concept sports car like Tag Heuer that is environment friendly, or if that is expensive, then sponsor a competition to design a tasty environment friendly sports car, hell, even sponsor the carbon neutralization of select sporting events – Now that would get my attention.