Serial British entrepreneur Guy Blaskey is aiming to set a new standard for sustainability in the watch industry with the launch of his own brand, Detrash, which will be given its global launch at WatchPro Salon in London next month.
There are five styles in the debut collection, all made from 80% recycled steel and worn on straps made from recovered and recycled plastics from the ocean; hence the Detrash name.
Mr Blaskey took the decision to launch Detrash after selling his hugely successful dog food company, Pooch & Mutt, which also had a sustainability and ethical ethos.
He sold the $39 million turnover company three years ago, trousering $15 million from the deal, and bought himself a watch to celebrate.
That sparked his next entrepreneurial idea, to build a brand with watches that send the message that their owners care about the planet.
“There are strong associations in the watch business. Wearing a Rolex says something about your status. Omega trades off its association with James Bond and the Moon landings. I want to make watches for people who want to say ‘I am a good citizen’,” he tells WatchPro. “Making our watches from recycled materials sends that message,” he adds.
Mr Blaskey is aware that he is not alone in planting a sustainability message at the heart of his strategy, but he believes most brands, particularly those making tens of thousands of watches, are generally just using corporate social responsibility initiatives for their PR value. “Wearing a Breitling [which offers sustainable packaging as an alternative to traditional watch boxes] does not say ‘I am environmentally conscious’,” he suggests.
He does namecheck ID Geneve and Triwa as a businesses that are doing things the right way.
WatchPro suggests businesses like Mondaine/Luminox and Oris have quietly put sustainability into both their product lines and, more importantly, into their manufacturing and back office operations in an effort to become net zero.
He agrees these are important examples, but suggests nobody is shouting loudly enough or demanding more fundamental changes to the industry.
Detrash’s marketing message is “This watch is trash”, which is both eye-catching and memorable, Mr Blaskey suggests.
It applies to the first collection, which use Seiko NH35 automatic movements in 200 metre water resistant recycled steel cases with sapphire crystals. They will retail for £380 ($490).
Detrash is one of the first watchmakers in Europe to join the 1% For The Planet initiative, which requires members to donate at least 1% of their turnover sustainability causes. That means at least $5, most likely more, from the sale price of each watch will go to green causes.
The entrepreneur believes that the watch industry is currently lagging far behind the FMCG sector in which he plied his dog food trade. “The main thing that amazed me was that unlike FMCG (my last business) very few companies are even trying to do anything ethical. It feels like every other industry is pivoting to do some good in the world whilst the watch world is lagging behind. This is a massive shame, but together we can fix this,” he urges.