Ocean Pollution: What is Ghost Fishing & Why Should We Care?

Posted by TEAM AWAKE

Ocean Pollution: What is Ghost Fishing & Why Should We Care?

Plastic straws make up less than 1% of the ocean’s plastic pollution, but did you know that fishing gear accounts for 10%? That’s right, it’s estimated that 640,000 tonnes of waste fishing nets, lines and traps enter our ocean ecosystem every year. It’s called “ghost fishing”, and here’s what we learned about it.   GHOST FISHING 101 Imagine the amount of fishing gear used around the world by the increasing scale of commercial fisheries. Stuff gets abandoned, lost or discarded, causing serious environmental, economic and social impacts. Before the 50s-60s, fishing nets were commonly made of biodegradable hemp or cotton....

THE G7: A UNIQUE STORY

Posted by TEAM AWAKE

THE G7: A UNIQUE STORY

  FAR MORE THAN A WATCH: A SYMBOL On the 26th of August 2019, in Biarritz, the President Emmanuel Macron brought the G7 summit to a close with a speech broadcast on the 8 O’ clock evening news, unveiling on his wrist the first watch in the world made from recycled fishing nets. Hours earlier, the same watch illustrated no less than his official speech, inviting leaders from the world over to partake in a united action in favor of conserving the environment.   Covered by the media worldwide(!), these images have in just a few hours made the G7...

How did a 6-month-old brand get in the G7 summit?

Posted by TEAM AWAKE

How did a 6-month-old brand get in the G7 summit?

In January 2019, when the organization committee of the G7 contacts us to meet us, we first believe it is some kind of joke. Two days later, we are inside the Elysée (french president residence). Before the meeting, we asked ourselves a few questions. Being a political event gathering the officials of the greatest economic powers, the G7 is an exclusive event, often leading to protests. These issues are far from our mission and values (as much as the position shown by some heads of state). We then get to the meeting, both curious and puzzled. We quickly understand the...

THE MOVEMENT ISSUE

Posted by LILIAN THIBAULT

THE MOVEMENT ISSUE

When you launch a new watch brand, choosing the movement is a lot more strategic than you might think. This is truly the heart of the watch. We needed to find a solution that would meet our sustainable requirements, would be easy-wearing for most people, and would not be too expensive, all while keeping our watch affordable. Tough mission. For some reasons, a standard quartz movement was not an option. For sure, this is the cheapest solution on the market, and that’s the main reason most brands use it. But batteries need to be replaced several times during the watch’s...

THE SUSTAINABLE PROCESS

Posted by LILIAN THIBAULT

THE SUSTAINABLE PROCESS

Here we are – the heart of the project. Right from day one, our mission was to prove that there is a smarter and more sustainable way to consume goods. We wanted to prove that we can create objects with innovative design and very high quality, while managing to limit our environmental impact as much as possible. So, how did we achieve our goals? Let’s start with the Phoenix strap, the part we are the most proud of; we’ve created an all new process (and product). The fabric we use for the strap is made from plastic waste, which has...

THE MANUFACTURING

Posted by LILIAN THIBAULT

THE MANUFACTURING

Let’s be honest guys, manufacturing is hands-down the most complex process in brand creation. Here is our story. Working on a brand that embodies your values and passions might well be the most exciting experience you ever have. It’s a great feeling to work every day, from sunset to sunrise, without feeling tired or bored. Day after day, you see your project coming to life; sketching becomes drawing; then, that becomes modeling. One day you wake up, feeling like a super hero: your first watch is born Well, not really. When it comes to making your idea a reality, you...