Many watch brands have turned their attention to promoting sustainability in recent years, but CuleM is a business that started with a mission to save the planet and only then evolved into a watchmaking company.
Every decision it makes on the design and manufacturing of its timepieces is judged against its environmental impact, and the team is constantly looking for ways to raise awareness and money for sustainability causes.
This month, CuleM has launched what it calls its first January Unsale, which will see it doubling the donations it makes to charity partners through watches sold.
Rather than the usual 3% of sales going to conservation and humanitarian causes, the business is instead doubling that to 6%.
“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,” says founder and CEO Matthew Cule.
“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,” he adds.
CuleM has a stated mission to set a new, sustainable standard for the watch industry. For every watch it sells, it pays for the planting of 100 trees through Ecologi and protecting around 6.5 acres of existing tropical rainforest through its partner Rainforest Trust UK.
Donations are also being made to ActionAid and Plastic Oceans UK. Together, these initiatives are focused on enabling CuleM customers to protect Land, Air, Water, Animals and People with their purchase.