The Future of Luxury: Breitling's Lab-Grown Diamonds and Traceable Gold

Swiss watch manufacturer Breitling introduces the latest Super Chronomat Automatic 38 Origins watch, which has a strong "Better" component, in an attempt to bolster its dedication to sustainability, transparency, and traceability in the production chain.

Breitling has created its first-ever traceable watch with the Super Chronomat Origins, a new model that uses lab-grown diamonds for the bezel and a partnership with the Swiss Better Gold Association for ethically produced artisanal gold. Each watch comes with a provenance record on the customer's NFT, which is a comprehensive confirmation of the source of the precious materials used in the device.

Essentially, artisanal gold comes from mines where the gold is ethically sourced, meaning there is no child labor involved, the material is mined without association with conflict or human rights abuses, and, in most cases, education and assistance is given to the local communities to learn to use their land more fully for agriculture and other needs.

Breitling's goal to improve its materials and manufacturing processes is being initiated with the creation of the Super Chronomat. The Super has a rubber "rouleaux" strap, a ceramic crown, and rider tabs that set it apart from other Chronomat watches.

The Swiss Better Gold Association, which is renowned for enhancing living and working conditions at small-scale mining facilities and communities, sets strict standards for the gold used in Breitling's Super Chronomat Origins watch. The CEO of Breitling, Gerges Kern, states that the company wants all of its products—including its line of artisanal gold—to be crafted from specific ASM mines in Colombia by 2025. Additionally, the brand supports development initiatives and local communities.

Breitling has also put in place an end-to-end traceability policy that includes independent verification of the product provenance. Every Super Chronomat Origins watch has a blockchain-based NFT that contains such data.

The Breitling Super Chronomat Origins watch is an automatic mechanical device that displays the hours, minutes, seconds, and date. It is driven by the COSC-certified Breitling Caliber 17, a chronometer with 38 hours of power reserve. The 38 mm diameter watch is crafted from artisan 18-karat 5N rose gold, and the bezel is set with lab-grown diamonds. It is vintage and comes with a beige alligator strap or a white rubber strap fastened with a pin buckle. Retail pricing for rubber is $19,500; for leather, it is $19,950.