Breitling is a #SQUADONAMISSION to do better by making luxury more sustainable. The brand’s first-ever “traceable watch” transparently informs and engages owners about the origins of its precious materials. A provenance record on the owner’s blockchain-backed NFT details the responsible measures taken along the supply chain for the watch’s artisanal gold and lab-grown diamonds, with all information independently verified.
The Super Chronomat Automatic 38 Origins is designed to make a statement, whether paired with a power suit or a t-shirt and jeans. You can tell a “Super” from the rest of the Chronomat family by the ceramic rider tabs and crown, and the rubber rouleaux bracelet only available with this supercharged line. But aside from its enhanced presence, this new watch has another important statement to make. It’s the beginning of Breitling’s mission to do better.
“Breitling is on a mission to create beautiful products and experiences with better materials and better manufacturing,” said Georges Kern, CEO of Breitling. “Our roadmap begins here with the proof-of-concept Super Chronomat Origins.”
By 2025, Breitling’s entire product portfolio will feature better gold and better diamonds: artisanal gold and lab-grown diamonds, responsibly sourced from accredited suppliers. To be fully accountable to its mission, Breitling is also introducing end-to-end traceability.
Until now, there have been limits on how far you could trace precious materials. Even when following industry best practices, tracking gold and the small “melee” diamonds used in watchmaking to their origins had been nearly impossible. By default, these raw materials tend to be combined from many different sources—meaning their provenance literally gets lost in the mix.
Breitling wanted to do better.
The better gold and better diamonds used in Super Chronomat Origins enable the brand to know that its precious materials are free from association with conflict or human rights abuses. Breitling is also able to assess the social and environmental impact all along the supply chain and give back directly to the communities involved. The entire chain of custody has been independently verified and recorded in a blockchain-backed NFT that comes with every Super Chronomat Origins.
“Consumers are increasingly reflecting on the products they buy and what goes into them. We want to give them those answers upfront,” said Kern. “Super Chronomat Origins is one step on a transformative journey at Breitling. This is just the beginning.”
Travel back to the origins
Better gold
For Super Chronomat Origins, Breitling has sourced gold from a single artisanal mine that meets the Swiss Better Gold Association's criteria. The association improves working, living and environmental conditions in artisanal and small-scale (ASM) gold mining communities and facilitates the creation of responsible supply chains to the Swiss market.
Breitling is working toward having all of its gold traceable to specific ASM mines by 2025. For every gram of gold purchased, Breitling makes a contribution that supports local community development projects. Communities in turn benefit from infrastructure investment, legal wages, healthy working conditions, protection of biodiversity and, at the close of mining activities, land rehabilitation.
Gold mining: Touchstone Mine, Colombia, a Swiss Better Gold Association-accredited mine
Gold exporting: Grupo Altea, Colombia, ally of the Swiss Better Gold Initiative
Production partners: MKS PAMP, Switzerland; Argor Heraeus, Switzerland
For more information on Swiss Better Gold Association, please visit swissbettergoldassociation.ch
Better diamonds
The lab-grown diamonds used in Super Chronomat Origins features type IIa single-crystal diamonds, which qualify as the most valued and purest type of diamonds. They are created by applying gas and heat to a diamond slice in a vacuum. Under the heat, the gas develops into a cloud of plasma, creating the conditions that allow the diamond to crystallize and grow. Lab-grown diamonds are identical to mined diamonds and subject to the same rigorous quality testing.
By 2024, Breitling will have completed a transition to lab-grown diamonds across its entire product portfolio, all of them traceable to growers who meet a high standard of social and environmental performance in addition to a stringent requirement of climate neutrality. For every carat purchased, Breitling makes a contribution to a social impact fund that supports diamond-producing communities.
Diamond growing, cutting and polishing: Fenix Diamonds, headquartered in New York City with production in Gujarat, India, supplies lab-grown type IIa single-crystal diamonds accredited under the Scientific Certification Systems, Inc. (SCS Global Services) – SCS-007-1 Sustainability Rated Diamonds Standard for exhibiting the highest grades of ethical and environmental responsibility.
Diamond setting: Salanitro, Switzerland, an SCS-accredited handler
For more information on the SCS-007 Sustainability Rated Diamonds standard, please visit sustainabilityrateddiamonds.com
Better traceability
Super Chronomat Origins owners receive a precious materials’ provenance record as part of their blockchain-backed NFT. Since 2020, every new Breitling timepiece has come with this unique digital proof of ownership. For Super Chronomat Origins, the supply chain—from raw material to finished product—is documented both on the owner’s NFT and publicly on an online source map, with all information independently verified.
Transparency disclosure: Sourcemap, USA
For more information, please visit the Super Chronomat Origins source map.
All-star squad member Chloe Kim
Two-time Olympic gold medalist Chloe Kim is the all-star squad personality behind the Super Chronomat Origins. The snowboarder became the youngest woman to win gold in the halfpipe when she was only 17—and then won it again this year in Beijing at 21. Among her charitable involvements, Chloe works with Protect our Winters to safeguard alpine areas from the effects of climate change. Her gutsy vibe and drive for constant improvement make her the perfect Squad Member to represent a watch that challenges Breitling and its industry to do better.
Of her Super Chronomat Origins, Chloe Kim said, “I loved this watch from the moment I saw it. The white strap and dial, and the sparkle of the diamonds are like the reflection of sun on snow, so it has a personal connection for me as a snowboarder. As an advocate for sustainability, I believe in this watch’s mission. We all have a responsibility to question where our products come from and to put a preference on brands that go the extra mile to source ethically. I know this effort will set a precedent.”
Breitling’s #SQUADONAMISSION to do better aims to make luxury more sustainable. Whether it’s lab-grown diamonds that can be traced to a responsible source, or gold from artisanal mines that support the wellbeing of their local communities, Breitling is working closely with its suppliers to drive the change it wants to see in the luxury industry. The Super Chronomat Origins isn’t an endpoint, it’s one step on a transformative journey.
