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Watchfinder & Co. Case Study - Timeless Luxury Packaging That Doesn't Cost The Earth

Updated: Dec 7, 2021

Our client: Watchfinder & Co. has been supplying quality timepieces to discerning customers since 2002. As a brand that is built on longevity, timelessness and sustainability, they needed their packaging to mirror the quality and values of their products, and turned to Fleet Luxury to explore a new, sustainable solution that would withstand the test of time.

Our task: As part of its 2020 Corporate and Social Responsibility charter, luxury goods specialist Richemont made a commitment to achieving ‘Better Luxury’ – improving the way luxury is created in a more sustainable and responsible way. Fleet Luxury was tasked with redefining the retail packaging of one of Richemont’s leading brands, Watchfinder & Co., to achieve a sustainable yet luxurious solution that mirrored the ethical values of the brand itself.

Watchfinder original packaging
Watchfinder original packaging

Printed in three colours, laminated with plastic for strength and durability, and featuring a poly cotton handle, Watchfinder’s existing carrier bag was already stylish and elegant. But although it was attractive, it was non-recyclable, non-compostable and not sustainable. A new approach was needed to enhance the carrier bag’s aesthetics, whilst reducing its environmental impact.

Our solution: Fleet’s solution underlines Watchfinder’s sustainable credentials whilst enhancing its values of quality, innovation and timeless luxury. The new bag is made from 100% recycled paper and features the FSC® logo – the stamp of integrity that traces wooded products throughout the product life cycle. With the laminated finish removed, the new solution is plastic-free, massively reducing carbon emissions. This represents a saving of 4.85kg of single-use plastic for every 1,000 small carrier bags produced – an impressive 48.5kg on a volume order of 10,000 units.

Watchfinder's new carrier bag
New sustainable carrier bag solution

In place of traditional printing inks, the material is tinted at the point of manufacture using a vegetable oil-based dye, finished with water-based glue. The matching inner, finishing and handle combine to create an understated yet elegant effect, appropriate to Watchfinder’s sophisticated brand style. The knitted paper ribbon handle is both recycled and fully recyclable without compromising on strength. It is also more aesthetically pleasing than its poly cotton predecessor and customers report that they find it more comfortable to carry.

“We are delighted with our new carrier bag,” said Watchfinder CEO and Founder, Stuart Hennell. “It’s sturdy, stylish and sophisticated whilst being completely biodegradable, compostable and fully recyclable. We challenged Fleet to deliver a cutting-edge, sustainable design solution without increasing costs and they have succeeded on every level.”

Are you looking to rethink your packaging?

Fleet Luxury specialises in the manufacture, supply and distribution of quality, sustainable packaging for a range of retail sectors including fashion, cosmetics, beauty, jewellery and watches. Marrying elegance and luxury with contemporary design and functionality, we are the supplier of choice for many of Europe's leading brands.

For bespoke boxes, bags, tags, tissue, hangers, garment covers and more, contact us on +44 (0)1634 730334 or at We look forward to hearing from you.

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