Luxury Swiss brand Greubel Forsey is endeavouring to attract younger buyers by following the trends, by eliminating animal leather from its straps.
The watchmaker, which has a starting selling price of over $200,000, will start using plant-based bands as of January 2022 January.
Just like other luxury brands worldwide, Greubel Forsey is jumping on the sustainability bandwagon that goes beyond just packaging initiatives and sustainable sourcing as they solicit environmentally conscious growing Millennials and Gen Z, buyers.
