Sophisticated Sustainability: You Buy a Watch, WeWOOD Plants a Tree

wewood watches

Being eco-friendly doesn’t have to come at the cost of style or luxury. The brainchild of an Italian watch lover and two eco-smart entrepreneurs, WeWOOD’s biodegradable wood watch line is crafted with recycled wood and other eco-friendly materials. The best part? For every sold watch, a tree is planted.


With the fashion world becoming more eco-conscious, designers are using sustainable materials—and rediscovering the beauty of natural wood. Despite the fact that WeWOOD watches have been spotted on the wrists of the rich and famous, such as Katy Perry, Rihanna, Ke$ha, Kid Rock, Jesse Williams and Paris Hilton, they aren’t your average designer watch. Each watch is a conversation piece with a story behind it. In a world where everyone uses a smartphone for telling time, people want to know about a watch made of wood. They also want to be part of the mission.

With offices in both Los Angeles, CA and Florence, Italy, WeWOOD is a watch company with global pursuits but a very local mission: to plant as many trees as possible, and fashionably. Their approach is all about sophisticated sustainability. And wooden timepieces have come a long way from your great-grandfather’s old, handcrafted wall clocks.

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wewood watches

Handcrafting a watch from wood is no easy task. Wood can be a fragile material, and WeWOOD is careful about the woods they select. Ranging from Indian Rosewood to Blackwood from Africa to Maple to reclaimed Teak, their beautiful, 100% natural wood watches are available in a variety of designs and in different types of sustainable wood, and no two watches are the same. Each piece is unique in its delicate grains and subtle changes in coloring.

Wood watch craftsman spend quality time in designing not only the exterior of the timepieces they create, but also on selecting the precise inner workings for each watch. All of the parts are handcrafted with meticulous engineering using the high-quality Miyota movement parts in the instrumentation.

Not only are they stylish, but they’re also feather-light and silky-smooth. The organic materials are recyclable, biodegradable and take less CO2 to produce than materials traditionally used in watch production, such as stainless steel, platinum and gold. In addition, each watch is hypo-allergenic and free from toxic chemicals. They retail for around $120 and up, and are built to last.

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To help restore eco-systems that have been damaged by natural or human causes, the company teamed up with environmental partners American Forests and Trees For The Future soon after their Los Angeles opening. WeWOOD has self-dictated that for every watch purchased, the company would plant a tree to restore vitality to the environment. Since 2011, they’ve planted over 300,000 trees in the U.S. and other countries where the watches are sold. They want to plant one million trees by 2020 and another million in the 20 years after that. Restoring balance to the forests is a cause we can get behind, one watch at a time.

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Would you wear a WeWOOD watch?

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