Swiss luxury watchmaker Breitling makes the reduction of plastic pollution a priority
Interview with Aurelia Figueroa & Brice Boissonneault about Breitling's sustainability strategy and their collaboration with Let's Talk Waste & collaboratio helvetica.
When one thinks of plastic waste, the Swiss watch industry is probably not the first that comes to one’s mind. But plastic pollution is a global challenge and Breitling in its 2021 Sustainability Mission Report, Breitling committed to achieving zero plastic waste across operations by 2025. To engage key internal and external stakeholders on this ambitious goal, Breitling is collaborating with collaboratio helvetica and Let's Talk Waste. Earlier this year, stakeholders were invited to deepen their understanding of the topic and to reflect on how Breitling can most efficiently and meaningfully achieve its target.
1. According to WWF 5 to 12 million tons of plastic go from land into the ocean every year. A huge challenge! How can Breitling contribute to a reduction of this massive pollution?
Aurelia: Plastic waste is a global challenge and upon which we must act. We have addressed the topic in a number of ways, from product relevant innovations integrating upcycled ECOYNL™ yarn, a material made from nylon waste extracted from oceans around the world in our straps, to our new upcycled packaging and a range of stakeholder engagement activities such as global beach clean-ups.
We are a medium sized company. However, we do have a global footprint. And I think that beyond our own operations and initiatives to eliminate plastic waste, it is even more important that we engage our stakeholders so that they can do the same. Only then will we be able to have a meaningful impact. What we did with Let’s Talk Waste and collaboratio helvetica was an important step as we were able to integrate and inspire important stakeholders in our mission.
Brice: In our launch workshop with Let's Talk Waste and collaboratio helvetica, one of the biggest impacts was that all participants left sensitised to the issue to the extent that they will surely reflect more, act differently and spread the word also outside the Breitling walls. So, I would divide our field of action into two different areas: One is that we have set a near-term timeline - not 2030 or 2050, but 2025 - to become plastic waste free by recycling, removing and replacing the plastic waste that we are currently using in our operations – this exceeded seven tonnes in our last fiscal year. The other is to take this launch as inspiration and as a starting point to amplify our voice even further. Given the size of Breitling, both approaches are needed if we want to make some type of meaningful contribution to the incredibly large problem of plastic waste.
2. the topic of plastic pollution has gained a lot of public attention during the last five years. Companies are often said to follow the public opinion by introducing minor measures without really lowering the impact on the environment. How does Breitling make sure to not stop at what is called greenwashing?
Aurelia: I think the key for us is: Whatever we are communicating about sustainability must be matched by an action. In this case, our product-relevant innovation and stakeholder engagement activities which are quite outward-facing, are matched by internal efforts to address the same subject.
Brice: Since we have initiated the “Zero Plastic Waste” initiative, Breitling has saved almost two tonnes of plastic waste and has found a supplier in Switzerland able to recycle the plastic and to reuse it for the watch industry or elsewhere. We achieved 34% reduction in our plastic waste footprint in the last year from our original baseline - we are really working hard on this key topic.
3. Any measure and activity in a company needs to be held by the employees to ensure long term success. How do you make sure that your employees understand the scope of the problem and your measures against plastic pollution?
Brice: This is a multi-player project, with participants carefully selected among key internal and external collaborators. As a result of the event, one of our external suppliers has already started a project to find alternatives to plastic. This is a great first indication upon which we will absolutely seek to expand with other suppliers.
Aurelia: I think that our launch with Let’s Talk Waste and collaboratio helvetica was the most important step that we took in that regard. After months of preparation, we were ready to take the next step of engaging our stakeholders. Let’s Talk Waste and collaboratio helvetica became key collaborators for us to be able to do so in a highly effective, credible, informed, and - perhaps most important - engaging manner. I was truly amazed at what unfolded, and we really continue to be impressed by how the participants reacted when they left – there had clearly been a shift in awareness of and commitment to the subject at hand.
4. In what way did the collaboration with collaboratio helvetica and Let's Talk Waste contribute to Breitling’s strategy to reduce plastic waste significantly?
Aurelia: We were able to really embody a systemic and participatory approach and engage all on the facts, the interrelationships and the consequences of plastic waste. This was a fundamental approach that allowed us to find common ground and a meaningful space in which to co-create tangible next steps.
5. How was the feedback of external stakeholders who have participated in the workshop regarding your strategy and your approach?
Brice: The feedback was very positive and promising. The suppliers want to take this as a kick-off to think about plastic waste reduction in their own company - not only for Breitling, but also for themselves and other clients.
6. What are the next steps in your collaboration with collaboratio helvetica and Let’s Talk Waste to realise your ambitious strategy of achieving zero plastic waste across operations by 2025?
Aurelia: We hope to build on this positive precedent, reviewing what formats would work best with our intended objectives, while maintaining a participatory and systemic approach.
Brice: People might think that there is not much to gain when trying to reduce the plastic waste in a company producing watches. But even at Breitling, a substantial amount of plastic waste is generated from sometimes very small components. Therefore one key message is: One piece of plastic might seem like it’s negligible, but amounts to a lot – that is why our individual actions are so important for the broader picture.
After months of preparation, we were ready to take the next step of engaging our stakeholders. Let’s Talk Waste and collaboratio helvetica became key collaborators for us to be able to do so in a highly effective, credible, informed, and - perhaps most important - engaging manner. I was truly amazed at what unfolded, and we really continue to be impressed by how the participants reacted when they left – there had clearly been a shift in awareness of and commitment to the subject at hand.
Aurelia Figueroa - Global Head of Sustainability at Breitling & Catalyst (SDGs 12 & 17)
This interview was held in July 2022.
Aurelia Figueroa is Global Head of Sustainability at Breitling.
Aurelia Figueroa has 15 years of experience in social and environmental sustainability, including in the public and private sector, international diplomacy and social entrepreneurship. In her current role as inaugural Global Head of Sustainability at Breitling, she is implementing sustainability across stakeholder groups to contribute to the sustainable evolution of the Swiss watch industry. As a part of the cohort of the Catalyst Lab 3rd Edition, she is working on the intersection of status and sustainability.
Brice Boissonneault is Sustainability Specialist at Breiling.
Brice Boissonneault is a civil engineer with four years of experience in environmental sustainability and climate change in the private sector, NGOs and intergovernmental organizations. Presently a Sustainability Specialist at Breitling, he is working on supplier engagement, environmental impact along the value chain
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
About Let's Talk Waste
Let's Talk Waste is an environmental and social project designed to empower you to cut plastic pollution at the source of your consumption and conception habits by rethinking your waste production and elimination at work and at home as well as the design of your products. Let’s Talk Waste offers team building and brainstorming activities to trigger a discussion at the heart of your teams on an important environmental issue. We bet on playful methods that speaks to the inner child within each of us. This approach has proved to be highly successful at engaging collaborators in a constructive discussion on a subject not typically discussed at work.
About collaboratio helvetica
The challenges of our time require new forms of collaboration and a holistic way of thinking. Switzerland has a long tradition of collaboration and dialogue across language barriers and religious divides. Collaboratio helvetica therefore believes in Switzerland's unique potential to leverage participatory approaches and collaboration to contribute to a change towards more ecological responsibility, humanity and the common good. The organisation catalyses the societal transformation of Switzerland by cultivating a cross-sectoral innovation ecosystem, building capacity for systemic change and convening stakeholders around the complex challenges addressed in the Sustainable Development Goals (SDGs). Collaboratio helvetica empowers committed people and organisations to shift deeply ingrained attitudes and mindsets, conduct dialogues more effectively, implement new forms of collaboration and thus collectively imagine and shape the Switzerland of tomorrow.
