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Former Victorinox watches CEO creates woke watch brand

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Alexander Bennouna, former CEO of Victorinox Swiss Army Watch, and Martin Riemer, a consultant for luxury brands including Cartier, Rolex and Omega, have joined forces to create a new watch brand with sustainability at its core.

DecideandAct (d&a), which will unveil its first watches later this month, says it is committed to producing watches with peace, diversity and ecology at their heart.

The Swiss-based company is using recycled plastics and cactus leather in their watches and is promising all packaging is reusable, biodegradable and vegan.

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Watches are expected to be launched in partnership with a series of NGOs this year, with the aim of supporting a new type of responsible business that goes beyond green design and profit-sharing.

“We believe a better world is possible and that’s why our goal is for d&a to become a front runner in sustainable and responsible watchmaking. Our commitment to peace, diversity and ecology means offering more than just a product.” says Mr Bennouna.

“Our watches are a statement of who we are and what we stand for. d&a is rolling out a new way of doing business; one that offers more than just technical solutions. Transforming the world requires a mindset that looks beyond green design, recycling and sustainable processing. We want to see and be a part of meaningful change. If our watches alone cannot fix the problem then we want them to become part of the solution, by supporting a responsible business that commits to and puts peace, diversity and ecology at the forefront,” he adds.

For d&a’s first watch collection, the company is pledging to donate 10% to a cause the customer chooses and stands for.

Additionally, each model in their Special Editions collection will be dedicated to specific projects with pledges of up to 30%.

“This value-based profit model is redefining the watch, taking it from an accessory to something that actually makes a difference,” the company says.

Other than a teaser image (top) no further details have been released about the watches other than that they will be sold online from later this month at the d&a website with prices in the $300 to $350 range.

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