According to the Morgan Stanley report for 2023-2024, customers becoming more attentive to prioritising the environmental and social impacts of their purchases, prompting luxury brands to reevaluate not just their end products but their entire supply chains. This shift towards eco-consciousness is reshaping the industry, though progress can sometimes feel slow. The term "sustainability" can, at times, be misused for marketing purposes, leading to accusations of greenwashing rather than genuine change.

While sustainability and transparency become ethical imperatives in presenting the brand, it is important to understand that they are also key drivers of value and growth in the luxury business and economy at large.

To discuss this, at some point controversial topic, we invited the Swiss Maverik of circular watchmaking, the founder of the first  B Corp- certified Swiss watch brand, ID Genève, Nicolas Freudiger.  He presented us with his perception of sustainability, circular economy, and the importance of transparency. We spoke about eco-collaborations, diamonds and gold as new "fossil fuels", and how luxury can be sustainable.   

Do you think luxury can be sustainable?

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