Consumer ProductsSustainability

Armitron to debut Reef and New Wave watches

Partnering with The Wildlife Conservation Society on the Tide Sustainable Ocean Plastics collection

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Armitron, an American family watchmaker providing timepieces that tick all the boxes since 1975, is making a splash in sustainability in partnership with the Wildlife Conservation Society. Debuting their brand new Reef watch style and Wave watch colorways as part of their Ocean Plastics Collection, Armitron is partnering with Tide Ocean Material SA (#tide), a company that specializes in recycling ocean plastics into filaments and pellets for 3D printing.

Both priced at $95 and crafted from recycled ocean-bound plastics, the eco-conscious watches come in three colorways each, including White, Orange and Green for the Wave and Coral, Gray and White for the Reef. All can be found and are exclusively sold on starting on April 22nd, Earth Day 2024.

Partnering with Armitron to supply the materials is Tide Ocean SA is a Swiss company with offshoots in Southeast Asia that has developed upcycling methods for ocean-bound plastics with the Swiss Institute for Materials Engineering and Plastics Processing (IWK, OST). In addition to environmental protection, #tide also creates social added value: from fishermen to retailers, everyone benefits from the company’s values. The granulates, threads, and filaments made from #tide ocean materials are used in a wide variety of products and have been awarded several times over. With its program «Road to 1 Billion Bottles», #tide has set the goal of collecting and upcycling the equivalent of one billion plastic bottles by 2025, and thus protecting the fauna and flora in and around the oceans.

Armitron to debut Reef and New Wave watches partnering with The Wildlife Conservation Society on Tide Sustainable Ocean Plastics collection
Armitron to debut Reef and New Wave watches partnering with The Wildlife Conservation Society for the #Tide Sustainable Ocean Plastics collection

#tide’s recycled plastic filament is made from recycled PET. It contains 50% ocean-bound rPET, the original #tide ocean material, and 50% industrial multilayer rPET-G. This recycled filament for 3D printing was developed in close partnership with Creamelt at the Institute for Materials Technology and Plastics Processing (IWK), a branch of the University of Applied Sciences (Hochschule für Technik) in Rapperswil, Switzerland.

The #tide ocean material can be applied to an endless variety of durable products: from watches to furniture, automotive parts to apparel, consumer electronics to carpets or sports floors and construction. In just two years, #tide has processed the equivalent of more than 25 million plastic bottles into reusable raw materials converted into high-quality products. By harnessing #tide’s premium raw materials, Armitron is ensuring the production of durable and high-quality timepieces while actively contributing to the global effort of repurposing plastic waste. The new lineup of Armitron watches are made from ocean-bound plastic collected within the U.S. and along the coastlines in Southeast Asia include:

Armitron, a proud sponsor of the Wildlife Conservation Society is donating $30,000 to the global conservation organization to support its mission to save wildlife and wild places worldwide. Additionally, this collaboration provides a platform to advocate for the designation of Hudson Canyon as a National Marine Sanctuary. Being the largest submarine canyon along the US’s Atlantic Coast, the Hudson Canyon rivals the Grand Canyon in depth and scale and is home to hundreds of wildlife species, from giant and threatened whales and dolphins, sharks, and sea turtles, to soaring seabirds and deep-sea corals. The Hudson Canyon plays a pivotal role in strengthening the bond between the 28 million residents of New York and New Jersey with its invaluable oceanic resources. With the Tide Ocean Plastics collection, Armitron aims to bring awareness and inspire action to help protect our marine ecosystems while redefining fashion and sustainable timekeeping.

“I believe that our partnership with the Wildlife Conservation Society and Tide marks a pivotal moment in our commitment to environmental stewardship. By embracing socially responsible materials in fashion and accessories, we’re not just making a statement; we’re leading a movement towards a more sustainable future,” says Barbara Weichselbaum, CEO of E. Gluck Corporation, the parent company of Armitron. “Together, we’re not only crafting style but also crafting a legacy of conscientious innovation that echoes through generations. A greener and responsible future is possible within the fashion and fashion accessories industry. We aim to be a part of the solution as we move into the future of Armitron.”

The Armitron Tide Ocean Plastics collection includes:

Wave ($95) — Crafted with care from recycled ocean-bound plastic sourced from Tide Ocean Material SA, the Wave collection embodies a commitment to sustainability. These timepieces feature natural materials that deliver ultimate style and comfort while being mindful of the environment. This style comes with a 40mm case and is offered in a vibrant array of colors, including a black case with an orange strap, a navy case and white strap and a black case with a green strap.

Reef ($95) — Rooted in a dedication to our planet’s well-being, the Reef watch is a testament to sustainable craftsmanship. Forged from recycled ocean-bound plastic sourced from Tide Ocean Material SA, the Reef champions the preservation of marine environments. This solar-powered watch is complemented by a dial with Arabic indexes and a natural rubber strap,  blending style and comfort with environmental consciousness. The watch is available in a smaller 36mm case in coral with a black strap, ivory with a gray strap and black with a white strap.

“The Wildlife Conservation Society is honored to align forces with Armitron, whose innovative watch collections resoundingly echo our sentiments in the urgent call to address the persistent threat of single-use plastics on our oceans’ well-being,” States John Calvelli, Executive Vice President of Public Affairs of WCS. “Aligned in our commitment, we aspire to galvanize global action, fostering a shared responsibility to safeguard the vitality of our oceans for both wildlife and humanity. The fusion of our unwavering dedication to wildlife preservation with Armitron’s trailblazing designs ignites a fervor that resonates throughout our departments. Each tick of an Armitron timepiece symbolizes not just the passage of time but also a rallying cry for environmental advocacy.”


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Davide Sher

Since 2002, Davide has built up extensive experience as a technology journalist, market analyst and consultant for the additive manufacturing industry. Born in Milan, Italy, he spent 12 years in the United States, where he completed his studies at SUNY USB. As a journalist covering the tech and videogame industry for over 10 years, he began covering the AM industry in 2013, first as an international journalist and subsequently as a market analyst, focusing on the additive manufacturing industry and relative vertical markets. In 2016 he co-founded London-based VoxelMatters. Today the company publishes the leading news and insights websites and, as well as VoxelMatters Directory, the largest global directory of companies in the additive manufacturing industry.

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