Breitling debuts fully traceable watch with lab-grown diamonds, blockchain-backed plate
PARIS — Breitling is taking a bold step on the sustainability front with the launch of a watch made entirely from lab-grown diamonds and responsibly sourced “artisanal” gold.
The Swiss watchmaker’s CEO, Georges Kern, described the Super Chronomat Automatic 38 Origins as “just the beginning” and “one step on a transformative journey.”
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“Our roadmap begins here with the proof-of-concept Super Chronomat Origins,” the executive said in a statement unveiling the 38mm red gold and diamond watch backed by independent third-party supply chain verification.
For this “traceable watch”, diamonds have been sourced from New York City-headquartered company Fenix Diamonds, which cultivates type IIa single-crystal diamonds and uses offsets for all energy consumption to achieve carbon neutrality.
In an effort to compensate for the loss of income to diamond-producing communities, an argument often used by mined diamond producers to discourage brands and consumers from moving to lab-grown alternatives, Breitling has also revealed that it will match every carat sold with a contribution to a social impact fund that supports these communities.
Likewise, the gold used for the new watch was sourced from the artisanal Touchstone mine in Colombia, which is accredited by the Swiss Better Gold Association.
This organization aims to improve working, living and environmental conditions for artisanal and small-scale (or ASM) gold mining communities in an effort to promote a responsible supply chain for precious metals in the Swiss market.
The watchmaker indicated that it aimed to source all the gold through selected ASM mines by 2025.
Better post-purchase traceability is also a feature of the Super Chronomat Origins, congruent with Breitling’s 2020 announcement of digital passports for all new watches, based on the Arianee protocol and linked to the company’s digital warranty program powered by Dentsu Tracking. This time, traceability from the raw materials is included in the certificate.
Available immediately, the watch retails for $19,500 with a rubber strap and $19,950 for the alligator strap.
The Super Chronomat Origins is part of a wider launch in the Chronomat range introduced in 2020, with novelties including the Chronomat Automatic GMT 40 and ceramic versions of the 38mm Super Chronomat.
Corresponding to these new pieces are four ambassadors, dubbed Breitling’s “All-star Squad” and described as “representing a new superlative in each of their games.” They are the Norwegian footballer Erling Haaland; basketballer Giannis Antetokounmpo, the only player under 30 to rank among the NBA’s top 10 earners; quarterback Trevor Lawrence, and two-time Olympic snowboard gold medalist Chloe Kim, representing Super Chronomat Origins.
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