In the past few years especially, the environment has become a frontline global issue. With the polar icecaps liquefying at an alarming rate and the amount of carbon dioxide in the air the highest it’s been in the last 650,000 years, we’ve reached a critical juncture where it’s impossible to ignore humanity’s negative impact upon the earth. Therefore, it’s become the politically correct stance for businesses to publicly voice support for restrictive measures aimed at curtailing industry pollution. Unfortunately, the gap between intention and action leaves much to be desired, particularly now with the turbulent economy and the pressure to keep the balance sheet steady with a ballast of black ink. Shifting to a less toxic production isn’t an inexpensive proposition.

IWC is a company that didn’t hesitate to take up the gauntlet, setting an example in the horological world as early as 2002 by improving their environmental track record. For their efforts, IWC gained a carbon-neutral certification, which means that their enterprise has a net-zero impact on global warming. But IWC has gone even further than setting its own house in order.

The small things can make a big difference

As an expression of their commitment to corporate responsibility, the Schaffhausen manufactory is supporting the Plastiki Expedition of David de Rothschild and his organization Adventure Ecology. If you’re wondering about the origins of the Plastiki name, de Rothschild took inspiration from Norwegian explorer Thor Heyerdahl’s 1947 bold expedition across the Pacific, from South America to the Polynesian islands. Heyerdahl christened his raft the Kon-Tiki after the Incan sun god.

While there have been several seaside journeys in the name of the environment, what makes Mr. de Rothschild’s particularly special is his choice of vessel: plastic bottles in their original form. The plastic that makes our life so convenient is also the major culprit of waste. Plastic comprises 90% of the debris in the ocean, a haunting statistic. And yet, de Rothschild doesn’t vilify the product. Instead, he aims to change our perspective as consumers.

“I think that the most important thing is not to make plastic the enemy but really reassess how we use, dispose and re-use it,” he says. “It comes down to the old cliché of stopping to think before you buy; can you re-use the bottle that contained the water or soda you drank earlier? I would say that the small things can make a big difference.”

Building a community of activists

de Rothschild encourages the world to think of resources in a ‘cradle to cradle’ cycle rather than a ‘cradle to grave’ dead end. By working with the earth rather than in opposition, he proposes that we can create a healthy and dynamic equilibrium. Certainly, these lofty goals sound wonderful in theory, and most would like to do their part to keep our planet thriving. But where to start when it’s tough enough to get through life’s whirligig without having to add on the extra hassle of living green?

Through his organization Adventure Ecology, de Rothschild offers a roadmap to a more harmonious relationship with the earth without detracting from lifestyle. He gathers the latest science and practical solutions, weaving them into a compelling and inspiring story that includes all of as characters in the narrative. The Plastiki Expedition focuses in on the issue of waste to recast the dreaded chore of cleanup and management into an adventure with a ripping good yarn to tell.

de Rothschild aims to engage the world’s youth, who are the next custodians of the planet. In a 4-month journey spanning 15 ports of call from San Francisco to Sydney, de Rothschild plans to sail the Plastiki around the world building a community of activists as he spreads the message.

Luxury in service to the planet

IWC shares common goals and values about protecting the planet and was therefore delighted to support de Rothschild’s work. In commemoration of the official partnership with de Rothschild, and most specifically with the Plastiki Expedition, IWC launched the Ingenieur Automatic Mission Earth Edition “Adventure Ecology.” A limited edition of 1000 pieces, the watch exclusively represents the Plastiki mission with its blue dial, orange markers and engraving of the Adventure Ecology expedition logo on the back cover.

“You quickly realize that you have a potent mix of passion and change-makers which, in my eyes, is where the biggest opportunities for IWC’s involvement in the Plastiki expedition lay,” says de Rothschild, explaining the synergy of the alliance. “In effect, IWC is providing Adventure Ecology with not only a wider reach for our message but the opportunity to become a very outward expression of industry leaders and innovators who are now going to be passionately obsessed about championing the Plastiki messaging as its living on the back of their wrists.”

Inside the “Adventure Ecology” case, IWC fit the manufacturer 80110 calibre movement. Already known for its robust and practical timepieces, IWC raised the bar further by putting this watch through more than 30 rigorous endurance tests. “I know it will stand up to the challenge of our expedition across the Pacific Ocean on the wrist of the Plastiki crew,” de Rothschild says confidently.
IWC even extends their ecological message to packaging, presenting the “Adventure Ecology” edition in an environmentally friendly watch box. Through example IWC is showing how luxury doesn’t have to be sacrificed in support of our planet but can actually be in service to it.