Watchmaker Armitron has collaborated with #tide Ocean Material SA for its new Wave watches made from recycled ocean-bound plastic–plastic discarded within 50 kilometers of a coastline in an area with minimal or no waste disposal facilities.
Armitron is also partners with and donating $30,000 to the Wildlife Conservation Society to further its global mission to protect wildlife and wild places. The partnership also advocates for the designation of Hudson Canyon, the largest submarine canyon on the U.S. Atlantic Coast, as a National Marine Sanctuary.
“Our collaboration with the Wildlife Conservation Society and #tide represents a defining step in Armitron’s journey toward greater environmental responsibility,” says Bobbie Weichselbaum, CEO of E. Gluck Corporation. “By integrating socially responsible materials into our designs, we’re shaping a future rooted in sustainability and purpose.”
#tide transforms ocean-bound plastic into raw materials for sustainable products from furniture to construction materials. In 2025, the #tide program aims to collect and upcycle the equivalent of one billion plastic bottles into reusable, high-quality materials.
Armitron’s Wave Watches are made from plastic collected in the U.S. and along the coastlines of Southeast Asia where ocean-bound plastic waste is a big problem.
“Partnering again with Armitron reflects our shared vision for a more sustainable planet,” says John Calvelli, Executive Vice President of Public Affairs at the Wildlife Conservation Society. “We applaud Armitron’s mission of reducing plastic pollution and protecting our life-sustaining ecosystems. Together, we are turning awareness into action, and with every Armitron watch, we’re not only keeping time, but a promise to our oceans and the species that depend on them.”
