CuleM Watches has launched a “bold” sustainability pledge in order to set a new environmental standard for the luxury watch industry.
Some 3% in sales will be donated to conservation and humanitarian causes, allowing customers to “protect the planet” through purchasing its timepieces.
The watch designer has also protected 65 acres of tropical rainforest and planted an extra 10,000 trees through its partnerships with Rainforest Trust and Ecologi.
Matthew Cule, founder and chief executive of CuleM said: “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.”
He added: “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.”