Showcasing its commitment to responsible watchmaking, IWC Schaffhausen has unveiled new TimberTex straps, made from a low impact paper-based material.
Sustainability is more than just a buzzword in today’s world. It remains an important aspect of how companies and consumers approach life in a more eco-friendly way. IWC is one such brand that remains dedicated to its goal of maintaining the highest standards of sustainability.
“Throughout our 153-year history, IWC has led the way in product design, material invention and manufacturing methods, explains IWC CMO & Sustainability Committee Chair Franziska Gsell. Even during the brand’s formative years, it utilised hydropower provided by the River Rhine.
IWC was also one of the early adopters of titanium, ceramics, which paved the way towards the creation of Ceratanium. The company’s approach to innovation has yielded remarkable advances, and this year it starts a new chapter with TimberTex.
Premium & Eco-Friendly
The new paper-based watch strap reflects IWC’s ongoing commitment to innovation and responsible watchmaking. According to Gsell, the brand wants to offer high-quality alternatives to its clients who do not wear animal leather.
The Swiss brand already offers responsibly sourced leather straps as well as bracelets in steel, textile, and rubber. But TimberTex watch straps, which are made primarily of paper from responsible sources, are undoubtedly a game changer.
Luxurious in look and feel, the TimberTex straps have a soft and supple texture. Unlike synthetic leathers, which are often plastic or petroleum-based, the material is composed of 80 percent natural plant fibres.
The cellulose comes from Forest Stewardship Council (FSC)-certified trees grown in the non-profit organisation’s sustainably and responsibly managed European forests. It is then manufactured in Italy, using traditional papermaking techniques, and coloured with natural plant-based dyes. The material’s irregular grain makes every strap unique.
The creation of TimberTex straps includes over 60 different stages, with craftsmanship playing a key role. Padded with recycled microfibre for extra comfort, the paper-based straps are expertly finished with recycled thread.
In addition to being highly wearable, TimberTex is equally durable. Tested both internally and externally, the straps meet all IWC’s quality criteria. They are also water-resistant and will not show signs of wear after a dip in the pool.
With this new paper-based watch strap, IWC has ensured reduced environmental and social impacts from start to finish. More importantly, it is also providing customers with another high-quality, stylish, and luxurious leather-free strap to pair with their timepiece.
TimberTex straps currently complement four models –the Portugieser Chronograph, Portugieser Automatic 40, Portofino Automatic and Portofino Chronograph. They are available in blue, brown and black.
(Images: IWC Schaffhausen)
