n 2018, the WWF presented a study on the environmental impact of Swiss watchmaking. As only six of the fifteen largest brands took part in the survey, the biggest takeaway was the industry’s lack of transparency in this area; given the climate of secrecy within the sector, it was based on relatively little public information. Unsurprisingly, brands that had been most active in communicating their environmental initiatives, such as IWC, were at the top of the list. But none of these watchmakers ranked as a “visionary” or “pioneer”, according to WWF criteria.