Celem Watches has launched its January ‘Unsale’ this week which, in lieu of discounts, sees the brand doubling its donations to charity partners and accelerating the expansion of its CuleM Forest for each watch sold.
The Swiss watch manufacturer has the initiative to set a new, sustainable standard for the watch industry in November 2020.
Every watch sold until the end of January will see 200 trees planted and 13 acres of rainforest protected, with a total of 6% of sales being donated to conservation and humanitarian causes instead of 3%.
Matthew Cule, founder and chief executive of CuleM Watches, said: “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.”
He added: “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.”