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Can a watch brand be sustainable? It would be nice to think so. On the one hand it produces inherently long-lasting products (You don’t actually own a Patek… etc). On the other, watchmaking emits pollutants, mines raw materials and uses wasteful packaging just like any other industry. In fact, the watch and jewellery industry uses around 50 per cent of the world’s gold and 67 per cent of its new-mined rough diamonds. The mining of these raw materials causes air and water pollution, soil degradation and the destruction of ecosystems that has a terrible effect on wildlife, oceans and forests.