IWC Publishes 2022 Sustainability Report & Reveals Gisele Bündchen as Environmental & Community Projects Advisor

IWC Publishes 2022 Sustainability Report & Reveals Gisele Bündchen as Environmental & Community Projects Advisor

IWC Schaffhausen’s fourth edition of its Sustainability Report has been released and with it we are welcomed to their newly appointed Environmental & Community Projects Advisor, environmentalist and supermodel Gisele Bündchen. The report also reveals the Swiss watch manufacturer’s latest range of environmentally friendly watch straps engineered from MiraTex, a plant-based alternative to leather.

Over the last few years, IWC Schaffhausen have proven their dedication to sustainability, engineering luxury watches that will survive generations and raising awareness and funds for organisations around the world, such as Laureus Sport for Good and Save the Children. To help drive their mission further, they have now revealed their first ever Environmental & Community Projects Advisor who you may recognise as supermodel Gisele Bündchen. Since 2009, Gisele has operated as a Goodwill Ambassador for the United Nations Environmental Program, getting involved with causes that advocate for biodiversity and wildlife. Gisele will be bringing her experience with these causes and her passion for protecting the planet to IWC’s latest sustainability projects all while helping the luxury watch brand identify initiatives to work on in the future.

Commenting on the partnership with IWC, Gisele stated: “I’m excited to partner with IWC on our shared purpose of protecting our planet. Our sustainability journeys both started with the realisation that we had a responsibility to do more. That we could use our voices and influence to make a positive impact on the environment and society. I look forward to working together with IWC to help leave a better future for generations to come.”

Franziska Gsell, CMO of IWC Schaffhausen also adds: “With Gisele we have someone who shares our purpose and determination to impact real change on the environment and society. We are honoured to have her on board as we continue our sustainability journey. We at IWC have always held ourselves to the highest standards when it comes to playing our part to preserve the world for future generations. Gisele’s experience, dedication and global reach will help to open up new possibilities for us to positively impact the environment and communities around the world.”

Despite a worldwide pandemic, IWC have achieved many of the sustainable goals they set for themselves and made considerable progress in others. Some of these include switching to purchasing 100% renewable energy globally, achieving EQUAL-SALARY certification in Switzerland and phasing out the purchase of non-FSC (Forest Stewardship Council) certified forestry products like paper, cardboard, wood and furniture. You may also remember in 2021 the Swiss watch brand launched their TimberText strap range which used 80% plant-based fibres sustainably sourced from European forests.

We continue to move ahead in our sustainability journey, always questioning what more we can do in material innovation, energy use and societal impact to be even more sustainable. We keenly understand our responsibility to reduce our impact on the environment, to work towards a more equitable society and to show that luxury does not need to mean excess. Nor be excessive.” – Franziska Gsell, CMO of IWC Schaffhausen

Speaking of IWC watch straps, it seems the Schaffhausen-based brand are launching yet another alternative to leather. Named the IWC MiraText, these revolutionary plant-based straps are made using MIRUM®,  a biobased, plastic-free, circular material that still fulfils IWC high demands of robustness, flexibility and elegance. The material has been engineered in close collaboration with Natural Fiber Welding (NFW), a material innovation company to be composed of plants and minerals like natural rubber, fillers like cork powder and mineral colourants. IWC have assured that their new MiraText straps do not contain any petrochemicals or plastic and have a low carbon footprint. They are also 100% recyclable and circular.

If you’d like to read IWC’s 2022 Sustainability Report in full, head over to You can also shop all their latest watch releases and stay up to date with the launch of the new IWC MiraText straps on the Jura Watches website here.

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