How WeWood stays sustainable

By Mr. E
Europa Star WorldWatchWeb, 13 April 2017    Español Pусский

Coming from cultural capital of Florence, this watchmaker produces unique wood watches and even does its fair share to help out the forests, too.

How WeWood stays sustainable

WeWood is an Italian brand founded in 2009 in Florence. And coming from Florence can be a blessing and a curse for a brand. On one hand there is the great cultural and artistic heritage.

On the other hand, the brand has to actually live up to it. That’s possibly a difficult ask since the city is known for its art scene, its architectural beauty, and even its T-Bone steaks, but not really for its watches.

How WeWood stays sustainable

But on the balance, WeWood’s designs seem to hold up. One example that stood out for me is the Oblivio, which sports a bold, circular case with metallic hands, large industrial indices, and a rich wood grain 46mm case.

For those looking for a bit more resilience from a wooden timepiece – which they are not really known for – the Phoenix is a good option. It features the brand’s first waterproof case up to 5 ATM or 50 Meters. It is paired with a Miyota VD54 movement and standard issue mineral glass.

How WeWood stays sustainable

Like most other wood watch brands, WeWood uses remnants of hardwoods from all over the world. That helps keep material sourcing affordable and also environmentally sustainable. And just in case that wasn’t enough, for each watch sold WeWood promises that they plant a tree in collaboration with nonprofits like American Forests and Trees for the Future.

So far, the company has planted nearly half a million trees since the program began in 2010. If that is an accurate indication of the number of timepieces they’ve sold since then, WeWood seems to be in decent shape.

How WeWood stays sustainable

Their ambitious goal is to plant 1 million trees by 2020, which seems to be feasible at their current rate of sales. Of course, it’s also a clever marketing strategy to move more products while leveraging on a good cause.

But while WeWood watches are designed in Florence, full disclosure: they are assembled in China. That might raise some sustainability questions, but they’re not exactly the only fashion brand to set up camp in China. And it seems that the brand does more than most to make up for it in the end anyway.



The Tamawa story: From snooker ball to wristwatch
28 April 2017

News - The Tamawa story: From snooker ball to wristwatch

The contemporary brand executes a mono-form design concept to perfection, with a wide range of lifestyle products inspired by the Bakelite ball.
Ovi Watch: putting Latvia on the watchmaking map
24 April 2017

News - Ovi Watch: putting Latvia on the watchmaking map

The start-up brand is capitalizing on Latvia’s own resources to design impressive wooden watches that pack a lot of punch at a very decent price.
Manufacture Vuillemin, France's last mechanical movement clock maker
21 April 2017

News - Manufacture Vuillemin, France’s last mechanical movement clock maker

This isn’t your grandfather’s old clock. Manufacture Vuillemin uses traditional techniques to produce clocks with a modern and artistic appeal.
Ab Aeterno, a wooden watch for eternity?
14 April 2017

News - Ab Aeterno, a wooden watch for eternity?

Meaning “from eternity”, Ab Aeterno is yet another Italian wooden watch brand firmly pushing the eco-fashion trend forward.
The “love for wood” and Kerbholz
12 April 2017

News - The “love for wood” and Kerbholz

The young German brand is producing stylish and eco-friendly watches that are also very affordable – a great starting proposition for today’s conscientious (...)
Tense Wooden Watches from a very chill place
11 April 2017

News - Tense Wooden Watches from a very chill place

Made in Vancouver, Canada, Tense has been in business for more than four decades, making it one of the pioneers of the contemporary wooden wristwatch.
The good that comes from wood: Laimer's case
10 April 2017

News - The good that comes from wood: Laimer’s case

The young Italian lifestyle brand is part of a growing trend in the watch industry: wooden watches. We profile the brand and consider why you should go for (...)
LIV Watches, and living on Kickstarter
20 March 2017

News - LIV Watches, and living on Kickstarter

They dared to LIV. The young brand is on Kickstarter once again, offering an affordable new rectangular timepiece to fans of bold watches.

Europa Star, the World’s Most influential Watch Magazine, is the premier provider of international watch industry news and information. For 89 years, we have supplied watch retailers, watch distributors, watch designers, watch agents and watch manufacturers with news from the international watch industry. Our web and print publications are of interest to the specialized watch trade and the world’s most knowledgeable aficionados, watch collectors and consumers. Our magazines and websites are available in several different languages, making them accessible to all international markets and an essential tool for anyone working in the watch business and all those passionate about watches.

© 2017 Europa Star - All rights reserved.