Switzerland’s luxury watch industry is a global benchmark of craftsmanship, precision and prestige. But where do its raw materials – especially gold – actually come from? There is no easy answer. In early 2025, the Watch & Jewellery Initiative 2030, a coalition of 72 watches and jewellery brands, published its annual stakeholder report, introducing a new framework to help brands build climate resilience, preserve resources and improve supply chain accountability. The move signals growing momentum within the industry to address its sustainability blind spots, including gold sourcing. Many Swiss watchmakers still struggle to trace the origins of the precious metals they rely on. A 2023 WWF report found that even some of the industry’s best-performing brands fall short on transparency. The lack of clear answers raises concerns about environmental destruction, labour rights abuses and greenwashing. “Imagine you went into a supermarket and they said sorry, we have no clue where our ...
