It’s fair to say that Breitling has made it their business to get people thinking about time —as they keep pace with the day-to-day using their luxury watches— but the brand now wants us to consider our long-term future through their latest commitment to sustainability. In fact, investing in a better future is at the heart of the brand’s new vision —to create wearable luxury that has a positive effect on our planet.
The Super Chronomat Automatic 38 Origins marks a turning point for the brand, and with it comes a new direction in making sustainable high-end watches. Created with artisanal gold, lab-grown diamonds, and a completely traceable supply chain, the Super Chronomat Origins proves that luxury doesn’t have to come at the cost of our environment. Breitling has made it their goal to only produce watches created with responsibly-sourced materials from accredited suppliers, with an aim to achieve full sustainability by 2025.
“Consumers are increasingly reflecting on the products they buy and what goes into them,” said Georges Kern, CEO of Breitling. “We want to give them those answers up front. Our roadmap begins here with the proof-of-concept Super Chronomat Origins.”
It certainly doesn’t hurt that the watch to kick off this commitment to sustainability happens to be an eye-catching design. The ceramic rider tabs and crown, as well as the rubber rouleaux bracelet set the “Super” style apart from the rest of the “Chronomat” line, offering it a distinct appearance. Plus, who can resist the sparkling combination of gold and diamonds, especially when sourced sustainably? With all that in mind, the watch quickly became a favourite of brand ambassador and gold medal-winning snowboarder, Chloe Kim.
“I loved this watch from the moment I saw it,” said Kim. “The white strap and dial, and the sparkle of the diamonds are like the reflection of sun on snow, so it has a personal connection for me as snowboarder.”
Kim is known for her talent on the slopes, having won Olympic gold in both 2018 —when, at 17, she became the youngest woman to score first place in the halfpipe competition— and again in 2022, but her commitment to great style was what brought her to work with Breitling in 2019. As an environmentalist, Kim is drawn to the brand’s conscious approach to crafting fine watches.
“Being an advocate for sustainability myself and given the importance of the outdoors and environment to me personally, I truly value Breitling’s commitment to making luxury more sustainable,” said Kim. “I like their casual and conscious approach to luxury, while also having a very authentic commitment to sustainability.”
By holding themselves to a higher standard, those at Breitling hope that this will create change throughout the luxury industry, making environmental consciousness top of mind for all brands. Kim believes that both the industry and its consumers should be taking a step in this direction.
“We all have a responsibility to question where our products come from,” said Kim. “I know this effort will set a precedent.”
Photos courtesy of Breitling.
