The genius new Swiss watch company

MEET DECIDEANDACT

Sustainable watches, sustainable fashion, sustainable brand, affordable brand, sustainable affordable brands, ethical watches, moda sosteninbile, orologi sostenibili
The watch industry is notorious for being unsustainable and keeping secrets to themselves. But one newly established watch business wants to change all that; enter: DecideAndAct.
From the production line to the watch face, everything about DecideAndAct has been considered. They aren't going to settle for anything less than sustainable.

With the core themes of Peace, Ecology and Diversity influencing everything they do, DecideAndAct have created not only an eco-conscious production line but some of the cleverest watch strap designs I've ever seen. Working with a minimalistic New York agency, there are 3 conceptual designs in multiple colours that enable the wearer to display their conviction – be that peace, ecology or diversity – on their wrist. Even more ingenious, if you don't want to display your conviction that day, the versatility of the strap enables you to reverse it to the plain side.
Sustainable watches, sustainable fashion, sustainable brand, affordable brand, sustainable affordable brands, ethical watches, moda sosteninbile, orologi sostenibili
Dove Peace Bomb by d&a
The Designs



Peace


Here we have the Peace Bomb; a bomb transforming into the bird of peace, a dove. Told you they were genius. There is great beauty in these minimalist designs: who knew that a couple of images could portray so much? A reminder to the wearer and their admirers to not encourage conflict and instead promote peace.
Sustainable watches, sustainable fashion, sustainable brand, affordable brand, sustainable affordable brands, ethical watches, moda sosteninbile, orologi sostenibili
Forest EcoFlage by d&a





Ecology


Next, my personal favourite, EcoFlage. Using animal profiles, this design is a clever camouflage concept. Turning your head to the side, you can see the animal profiles and that the holes in the strap align with the eyes of the animals. What an intelligent way to remind us all to protect our precious ecological system.
Sustainable watches, sustainable fashion, sustainable brand, affordable brand, sustainable affordable brands, ethical watches, moda sosteninbile, orologi sostenibili
Squizzy Endless Handshake by d&a





Diversity

Lastly, the Endless Handshake. A simple reminder to welcome and celebrate diversity through the use of the handshake, with hands of different colours. The colours on this design are a favourite of mine, I could definitely see myself wearing all of them!
Charity Partners

They don't just display their beliefs on their watch straps, though. DecideAndAct actually put money where their mouth is. They have partnered with 5 NGOs that reflect their 3 core themes. So, when you checkout, there is a 10% minimum donation built into the price of the product and this donation can go to any of the 5 NGOs you wish, so you can choose a project that is close to your values. The NGOs include Barefoot College, ILGA, Sea Shepherd and Heifer International.

So why 'DecideAndAct'?

Alex, the CEO, explains that they wanted to come up with a brand that not only supports people and gives back to the community and environment but actually helps people to take a stand in favour of these things. You are deciding to break the routine of the silent majority and acting by taking a stand on the side of the solution.

Environmental Sustainability

With 25 years in the watch industry, Alex could see which suppliers were beginning to operate sustainably and think of concrete solutions. As such, DecideAndAct have engaged with various suppliers to operate in an ecosystem which produces watches that are as sustainable as possible, with the intention to continuously improve their practices.

Starting with the watch case itself, it's made from washable paper and is designed so that it can be reused as a case for glasses, pens, or whatever you wish! Once you're done with it, it is biodegradable.

Now to move onto the impeccably-thought-out watch. The strap is made of recycled PET material on one side and cactus leather on the other, and the watch face is made up of 80% recycled steel. Plus, and I really liked this part, the battery can last 10 years! No more faffing around trying to remove a watch battery anymore (well, for 10 years).

Even the production of the watches has been considered: they produce all the components of the watch as well as the assembly in a very small area of 80km, reducing the amount of transportation between each micro component.
"Even though watches are really small items, the ecological footprint can be disastrous"
What's next?

DecideAndAct are incredibly passionate about continuously improving their methods and recognise that not all the work is done yet. They have plans to develop their current methods and have loads of ideas about the end-of-life scenarios for their products.

Plus, they have an open-source approach, unlike many other watch companies out there: if someone copies DecideAndAct, they're happy about it because they know the impact on the environment will be a good one.

This is definitely a company with the right mindset and attitude behind their business model and we wish them all the best going forwards. I know I will be putting one of their watches on my Christmas list. I encourage you all to check them out too, follow this link to their newly launched website and have a look at this unique and wonderful brand.
Article by Catherine McAteer
All images from d&a