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
, 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.