How Watchmakers Are Redesigning Products for a Circular Economy

The watch industry is steadily moving away from the traditional linear model of take-make-dispose, where raw materials are mined, assembled, and eventually discarded. In recent years, the focus has shifted toward circular economy principles, prompting watchmakers to reconsider how timepieces are designed, manufactured, and serviced. This redesign is no longer limited to marketing campaigns; it is influencing material sourcing, assembly methods, and post-sale support. The goal is to keep valuable materials in use for as long as possible, minimizing waste and environmental impact.

Background: From Disposable to Durable

Historically, the watch industry had two distinct paths. On one side, luxury mechanical watches were built as heirlooms meant to last generations, often serviced and repaired rather than replaced. On the other, the rise of high-volume, low-cost fashion watches and early quartz models created a culture of disposability, where broken watches were frequently discarded in favor of new ones. Today, the broader circular economy movement is pushing heritage brands and newer independent makers alike to formalize durability and end-of-life strategies.

This background matters because it sets the baseline for current expectations. The industry is now looking to standardize concepts like design for disassembly, where components can be easily separated for repair or recycling. There is also a growing emphasis on using mono-materials or clearly labeled alloys, making it easier to sort and reclaim metals at the end of a product's life cycle.

User Concerns: Repairability and Transparency

As consumers become more environmentally aware, their concerns about watch purchases have evolved beyond aesthetics and accuracy. Buyers are increasingly asking practical questions about how long a watch will last and what happens to it when it no longer works. A primary concern is repairability. Many users are worried that stylish, eco-marketed watches may still be throwaway if spare parts are unavailable after a few years. They want assurance that a watch can be opened, serviced, and fitted with replacement gaskets, crowns, and movements without prohibitive costs or specialized tools.

Transparency is another major issue. Shoppers are looking for clear evidence supporting claims of recycled content or ethical sourcing. Vague terms like "green" or "sustainable" are no longer sufficient. Users are actively looking for:

• Certified recycled metals (such as steel, titanium, and gold)
• Traceable supply chains for components and gemstones
• Clear information on the carbon footprint of manufacturing processes
• Availability of service documentation and repair guides for independent watchmakers
• Modular designs that allow for individual component upgrades rather than full replacement

Likely Industry Impact: New Business Models and Materials

The shift toward circularity is expected to have a significant impact on how watch companies operate. Instead of relying solely on selling a physical product, brands are starting to explore service-based models. This could lead to more robust trade-in programs, where old watches are returned to the manufacturer, refurbished, and resold or stripped for valuable parts. Such models encourage brand loyalty while keeping materials in the loop, but they require significant investment in reverse logistics and quality control.

Material innovation is also set to accelerate. The cost differential between virgin and certified recycled alloys varies depending on supply chain complexity, but the gap is narrowing as recycling infrastructure improves. We are likely to see wider adoption of lab-grown crystals and synthetic lubricants, alongside mechanical movements designed to remain serviceable for decades. However, there is a trade-off. Modular designs that facilitate repairs can sometimes conflict with the trend toward ultra-miniaturization and slim profiles. Watchmakers will need to balance aesthetic ambitions with the practical need for accessible, replaceable parts.

What to Watch Next: Regulation and Digital Transparency

The circular economy in watchmaking is likely to be shaped by external forces as much as internal innovation. Upcoming regulations around right-to-repair and extended producer responsibility are expected to push the industry toward greater accountability. Consumers should monitor how brands respond to these regulatory signals, particularly whether they offer long-term software support for smartwatches, which have unique obsolescence issues compared to mechanical watches.

The introduction of digital product passports could be a key development, providing a digital record of a watch's materials, origin, and repair history. This would give buyers confidence in the second-hand market and hold manufacturers to their sustainability promises. The deciding criteria for the industry's success will be how easily a product can be disassembled at the end of its life without losing the craftsmanship that defines fine watchmaking. If brands can achieve that balance, a genuinely circular watch ecosystem appears feasible.