Breitling joins #SQUADONAMISSION, hoping to do better by making luxury more sustainable. The brand’s first “traceable watch” transparently informs and engages its owners about the provenance of their precious materials. The provenance record of the owner’s blockchain-backed NFT details responsible actions taken in the supply chain of the watch’s handcrafted gold and lab-grown diamonds, all information independently verified.
The Super Chronomat Automatic 38 Origins is designed to make a statement, whether worn with a power suit or a T-shirt and jeans. You can distinguish the “Super” from the rest of the Chronomat collection by the ceramic label and crown and the rubber Rouleaux bracelet, available only in this Supercharged collection. But aside from adding to its presence, the new watch has another big announcement. This is the beginning of Breitling’s “do better” mission. “Breitling is committed to creating beautiful products and experiences with better materials and manufacturing processes,” said Breitling CEO Georges Kern. “Our roadmap starts with proof-of-concept Super Chronomat Origins.”
By 2025, Breitling’s entire portfolio will include better gold and better diamonds: artisanal gold and lab-grown diamonds responsibly sourced from accredited suppliers. To fully fulfill its mission, Breitling has also introduced end-to-end traceability.
So far, the tracking of precious materials has been limited. Even following industry best practices, tracing the origin of gold and the small “melee” diamonds used in watchmaking is nearly impossible. By default, these raw materials are combined from many different sources – meaning their origins are effectively lost in the mix. Breitling wants to do better.
The better gold and diamonds used in Super Chronomat Origins give brands peace of mind that their precious materials do not conflict or violate human rights. Breitling is also able to assess the social and environmental impacts of the entire supply chain and give back directly to the communities involved. The entire chain of custody is independently verified and recorded in a blockchain-backed NFT that ships with every Super Chronomat Origins.
“Consumers are increasingly reflecting on the products they buy and what goes into them. We want to give them those answers upfront,” said Kern. “Super Chronomat Origins is one step on a transformative journey at Breitling. This is just the beginning.”
TRAVEL BACK TO THE ORIGINS
Better gold
For Super Chronomat Origins, Breitling sources gold from an artisanal mine that meets the standards of the Swiss Quality Gold Association. The association improves the working, living and environmental conditions of artisanal and smallholder (ASM) gold mining communities and promotes responsible supply chains for the Swiss market.
Breitling is working to trace all of its gold to designated ASM mines by 2025. For every gram of gold purchased, Breitling contributes to local development projects that support the community. In turn, communities benefit from infrastructure investment, legal wages, healthy working conditions, biodiversity conservation and post-mining land restoration.
-Gold mining: Touchstone Mine, Colombia, a Swiss Better Gold Association-accredited mine
-Gold exporting: Grupo Altea, Colombia, ally of the Swiss Better Gold Initiative
-Production partners: MKS PAMP, Switzerland; Argor Heraeus, Switzerland
For more information on Swiss Better Gold Association, please visit swissbettergoldassociation.ch
Better diamonds
The lab-grown diamonds used in Super Chronomat Origins are single crystal Type IIa diamonds, considered the most valuable and purest type of diamond. They are created by applying gas and heat to a diamond grinding wheel in a vacuum. At high temperatures, the gas develops into a cloud of plasma, creating the conditions for diamonds to crystallize and grow. Lab-grown diamonds are identical to mined diamonds and undergo the same rigorous quality tests.
By 2024, Breitling will complete the transition to laboratory-grown diamonds in its product portfolio, all traceable to producers who meet high standards of social and environmental performance and stringent carbon neutrality requirements. For every carat purchased, Breitling contributes to a social impact fund that supports diamond-producing communities.
-Diamond growing, cutting and polishing: Fenix Diamonds, headquartered in New York City with production in Gujarat, India, supplies lab-grown type IIa single-crystal diamonds accredited under the Scientific Certification Systems, Inc. (SCS Global Services) – SCS-007-1 Sustainability Rated Diamonds Standard for exhibiting the highest grades of ethical and environmental responsibility.
-Diamond setting: Salanitro, Switzerland, an SCS-accredited handler
For more information on the SCS-007 Sustainability Rated Diamonds standard, please visit sustainabilityrateddiamonds.com
Better traceability
Super Chronomat Origins owners will receive proof of origin for valuable materials as part of their blockchain-backed NFT. This unique digital proof of ownership has been attached to every new Breitling timepiece since 2020. For Super Chronomat Origins, the supply chain from raw material to finished product is documented on the owner’s NFT and publicly available on the online source map, all information is independently verified.
Transparency Notice: Sourcemap, USA
Check out the Super Chronomat Origins source map for more information
ALL-STAR SQUAD MEMBER CHLOE KIM
Two-time Olympic gold medalist Chloe Kim is the all-star team figure behind Super Chronomat Origins. At 17, the snowboarder became the youngest halfpipe gold medalist – again at the age of 21 in Beijing. In addition to her charity work, Chloe is also working with Protect Our Winters, protecting alpine regions from the effects of climate change. Her daring charm and drive for continuous improvement make her the perfect team member to challenge Breitling and its industry to do better on behalf of watches.
Of her Super Chronomat Origins, Chloe Kim said, “I loved this watch from the moment I saw it. The white strap and dial, and the sparkle of the diamonds are like the reflection of sun on snow, so it has a personal connection for me as a snowboarder. As an advocate for sustainability, I believe in this watch’s mission. We all have a responsibility to question where our products come from and to put a preference on brands that go the extra mile to source ethically. I know this effort will set a precedent.”
Breitling #SQUADONAMISSION to do better aims to make luxury more sustainable. Whether it’s lab-grown diamonds that can be traced to responsibly sourced, or artisanal-mined gold that supports the well-being of local communities, Breitling works closely with suppliers to drive the changes it wants to see in the luxury industry. Super Chronomat Origins is not an end, but a step in a transformative journey.
ABOUT BREITLING
Founded in 1884, Breitling is a leading Swiss watchmaker. The innovative company invented the modern chronograph and pioneered the navigational tool watch. Today, it’s still breaking new ground as a casual, inclusive and sustainable luxury brand with more than 150 industrial- loft-inspired retail locations around the world. Breitling’s collections center around air, land and sea pursuits, all captured in the brand’s unmistakable modern-retro style. The exceptional quality of every watch movement is confirmed by its status as a COSC-certified chronometer, and the brand remains one of only a handful of independent watchmakers to produce its own manufacture calibers. Combining classic watchmaking with the latest innovations, Breitling is both a company with history and one that’s ahead of its time.