Menu
0 item Basket: CHF0.00
  • No products in the cart.
Menu
0 item Basket: CHF0.00
  • No products in the cart.
HomePressroomWatchpro: Former Victorinox watches CEO creates woke watch brand

Watchpro: Former Victorinox watches CEO creates woke watch brand

Watchpro: Former Victorinox watches CEO creates woke watch brand

Alexander Bennouna, former CEO of Victorinox Swiss Army Watch, and Martin Riemer, a consultant for luxury brands including Cartier, Rolex and Omega, have joined forces to create a new watch brand with sustainability at its core.

DecideandAct (d&a), which will unveil its first watches later this month, says it is committed to producing watches with peace, diversity and ecology at their heart.

The Swiss-based company is using recycled plastics and cactus leather in their watches and is promising all packaging is reusable, biodegradable and vegan.

Watchpro: Former Victorinox watches CEO creates woke watch brand

Watches are expected to be launched in partnership with a series of NGOs this year, with the aim of supporting a new type of responsible business that goes beyond green design and profit-sharing.


“We believe a better world is possible and that’s why our goal is for d&a to become a front runner in sustainable and responsible watchmaking. Our commitment to peace, diversity and ecology means offering more than just a product.” says Mr Bennouna.

“Our watches are a statement of who we are and what we stand for. d&a is rolling out a new way of doing business; one that offers more than just technical solutions. Transforming the world requires a mindset that looks beyond green design, recycling and sustainable processing. We want to see and be a part of meaningful change. If our watches alone cannot fix the problem then we want them to become part of the solution, by supporting a responsible business that commits to and puts peace, diversity and ecology at the forefront,” he adds.

For d&a’s first watch collection, the company is pledging to donate 10% to a cause the customer chooses and stands for.

  • Read the full article here.
  • Shop our new collection here.

Leave a comment

Your email address will not be published.

d&a value chain
subscribe now

and get 15% off
on your first purchase.

Subscribe to the d&a mailing list to receive updates on new arrivals, special offers, our promotions and the impact of our NGO partners.