#USA #New York #wildlife conservation #Armitron #Tide Ocean

Armitron's Commitment to Sustainability

Armitron, a renowned watchmaker with over 50 years of heritage, is proudly advancing its sustainability efforts with the launch of its new Wave watch styles. This innovative collection, part of their Ocean Plastics series, has been developed in collaboration with the Wildlife Conservation Society (WCS) and the Swiss company #tide, which specializes in transforming ocean-bound plastics into premium materials.

A Step Towards Eco-Conscious Fashion

On June 5, 2025, Armitron will release fresh color variants for its Wave collection, showcasing vibrant hues such as Pink/Blue and Black/Blue. Each watch is priced at $95 and is available exclusively through Armitron's official website. This collection not only emphasizes fashionable design but also highlights the brand's commitment to eco-friendly practices by utilizing recycled materials sourced from oceans and coastlines.

Bobbie Weichselbaum, CEO of E. Gluck Corporation, expressed the importance of this collaboration: "Our partnership with the Wildlife Conservation Society and #tide represents a defining step in Armitron's journey toward greater environmental responsibility. By integrating socially responsible materials into our designs, we're shaping a future rooted in sustainability and purpose."

Supporting Wildlife Conservation

Armitron is not just making watches; they are also making a difference. In conjunction with the launch of the new Wave watches, the brand has pledged to donate $30,000 to the Wildlife Conservation Society, a non-profit dedicated to reducing the global threats facing wildlife and preserving their habitats. Their advocacy to designate Hudson Canyon, the largest submarine canyon on the U.S. Atlantic Coast, as a National Marine Sanctuary is one of the many initiatives aimed at protecting vital marine ecosystems.

John Calvelli, Executive Vice President of Public Affairs at WCS, praised the collaboration, noting that it reflects a shared vision for a more sustainable planet. He stated, "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 also a promise to our oceans and the species that depend on them."

The Role of #tide in Sustainability

The company #tide is pivotal in this venture, specializing in upcycling ocean-bound plastics to create high-quality materials. Their mission aims to collect and upcycle the equivalent of one billion plastic bottles by 2025, supporting various industries such as furniture, construction, and now, fashion accessories.

The Wave watches made by Armitron embody the fusion of style and sustainability, derived from plastics collected from regions spanning the U.S. and Southeast Asia. By partnering with #tide, Armitron elevates its eco-conscious offerings while simultaneously raising awareness about marine pollution.

Celebrating 50 Years of Legacy with Purpose

As Armitron celebrates its 50th anniversary, the brand remains committed not only to quality craftsmanship but also to a mission that resonates with environmentally aware consumers. Their dedication to sustainability, coupled with stylish designs, signals a shifting paradigm in consumer products, encouraging companies across all sectors to take similar strides towards a sustainable future.

Conclusion

Armitron's new Wave collection stands as a benchmark for blending style with substance while supporting vital conservation efforts. Consumers looking for chic, innovative watches can feel good knowing that their purchase contributes to a larger cause, promoting a promise to protect the planet. This initiative showcases how businesses can lead the way in environmental stewardship through creativity and responsible practices.