Breitling, a leading Swiss watchmaker, is on a journey to not only create timeless products but also to leave a lasting positive impact on the environment. As plastic waste continues to threaten ecosystems, Breitling has committed to reducing its plastic footprint across all operations. Through its partnership with Earth Action, Breitling is working to reduce its plastic waste, applying a range of sustainable solutions to eliminate, replace, reuse and recycle it.

Reducing Plastic Pollution in Luxury Brands: Breitling’s Journey

At Breitling, reducing plastic waste is not just an operational necessity—it’s a core part of their sustainability strategy. In collaboration with Earth Action, Breitling underwent a Plastic Footprint Assessment using the Plastic Footprint Network methodology, which analyzed the plastic used within its value chain. This assessment focused on understanding the fate of plastic at the end of its life, taking into account the type of plastic, its geographical location, and local waste management infrastructure.

Mapping Plastic Use: The Role of Footprint Assessments

A key part of the assessment was the use of Plasteax, Earth Action’s waste management data platform. Plasteax provides waste management data by polymer type and application for 73 countries, allowing Breitling to make informed decisions based on local infrastructure and recycling capabilities. By identifying plastic hotspots—areas where plastic was used heavily and where mismanagement was most prevalent—Breitling is able to develop targeted strategies for plastic reduction.

This holistic view of plastic usage and leakages within their operations allowed them to focus their efforts where it would have the greatest impact, helping to reduce unnecessary plastic and improve recycling practices. While the luxury watch industry may not be the first that comes to mind for plastic waste generation, Breitling s plastic usage within its value chain nevertheless stood at approximately 10 tons annually. By 2024, Breitling had already reduced this by nearly 20%, thanks to targeted initiatives such as eliminating 500 kg of plastic bags used in the manufacturing process. Additionally, Breitling has significantly improved the management of its plastic waste at the end of its lifecycle, achievingequivalent to an additional 2.5 tons.

From Insights to Action: Breitling’s Sustainability Achievements

One of the key insights from this assessment was identifying plastic leakage points within Breitling’s supply chain, where materials were not being properly managed. Brice Boissonneault, Sustainability Manager at Breitling, reflected on the process:

“One of the most eye-opening aspects was realizing that we could reduce plastic use while maintaining the same quality expectations. Collaboration was key to being able to roll out new solutions that were developed, and ultimately accepted by, our stakeholders” – Brice Boissonneault, Sustainability Manager, Breitling.

Understanding the complexity of managing plastic at a global level was a challenge, but the insights gained from the assessment enable Breitling to prioritize actions and develop new goals for reducing plastic waste.

Setting New Standards in Corporate Plastic Accountability

An important step on Breitling’s journey to reducing plastic began with the Plastic Footprint Assessment, which provided a clear roadmap for reducing plastic waste. The assessment identified opportunities to reduce plastic where it was most impactful, including in packaging. These actionable insights allow Breitling to focus on reducing plastic that was more likely to be mismanaged or difficult to recycle.

The use of Plasteax data was critical in providing Breitling with a precise understanding of how different types of plastic were managed in various countries, helping them prioritize actions where they would have the greatest impact.

Breitling continues to refine its plastic management strategy. To give an example of the level of granularity and diligence of their assessment, they now incorporate microplastics from tire abrasion into the scope of their footprint, further extending their commitment to reducing the environmental impact across the full scope of their operations. Moving forward, they are committed to going deeper into their value chain, identifying additional plastic hotspots, and driving systemic change.

Results & Impact:

Through the Plastic Footprint Assessment, Breitling gained a comprehensive understanding of how plastic was being used and where it was most at risk of mismanagement.  Equipped with insights from Plasteax, Breitling is actively reducing plastic waste by implementing recycling and reuse programs, removing or replacing single-use plastics with sustainable alternatives, and piloting plastic-free initiatives across its operations that engage its stakeholders to achieve their ambitious targets.

In addition to this, Breitling has positioned itself as a core member of the Plastic Footprint Network, actively piloting the Corporate Accountability Framework for target setting and mitigation—the equivalent for plastic of what the Net Zero Initiative is for carbon. This framework helps companies align their plastic reduction strategies with scientific evidence and robust mitigation plans, ensuring that they lead the way in sustainable business practices.

“By leading these efforts and embracing the Corporate Accountability Framework, Breitling is setting a standard for the luxury watch industry. Supporting the development of frameworks that align target setting with scientific evidence is key to driving meaningful change.” Sarah Perreard – Co-CEO, Earth Action

A Blueprint for the Luxury Sector

As Breitling continues to work on its next phase of plastic reduction, they aim to remain at the forefront of industry leadership, showcasing how luxury watch brands can directly integrate sustainability in their business strategy.

Breitling’s plastic waste reduction journey is a testament to the power of collaboration and data-driven insights. With the support of Earth Action and Plasteax data, they’ve not only reduced their plastic footprint but also laid the foundation for future sustainability efforts. By actively engaging in initiatives like the Plastic Footprint Network and the Corporate Accountability Framework, Breitling is proving that luxury brands can lead the way in responsible business practices.

At Earth Action, we are proud to support companies like Breitling as they take actionable steps toward reducing plastic pollution and shaping a more sustainable future for the industry.

For more information on Breitling’s sustainability efforts, we encourage you to explore their 2024 Sustainability Report, including the perspective from EA Co-CEOs Sarah Perreard and Julien Boucher on Breitling’s plastic journey (pages 96–97).