Last Sunday, September 25, the Danish-inspired watch and jewelry brand, Skagen, unveiled its newest sustainable watch, the Grenen Solar Save The Waves Limited Edition. The watch is limited to 300 pieces, each of which retails for $195.

Eco-friendly materials, including #tide ocean material case and 100% rPet woven strap, are incorporated into the watch aiming to promote the revolution toward sustainability in the industry. Processed through the #tide’s technology, the upcycled material is created from 100% ocean-bound plastic with fiber for reinforcement, enabling the ocean waste to have a second life on the wrist. Also, the watch will have a solar-powered movement, which allows the wearer to charge the watch face in any light source – natural or artificial.

The new edition also represents a continuation of Skagen’s partnership with Save The Waves Coalition – an international nonprofit that collaborates with diverse organizations devoted to protecting surf ecosystems. The watch was released in tandem with a $25,000 donation to Save The Waves Coalition, representing the brand’s wish to promote sustainable business and its commitment to ocean preservation.

“Being responsible global citizens is what fuels our brand. Products like the Grenen Solar Limited Edition help us support our mission to create products made with planet-friendly materials that also offer timeless style,” said Selena Delk, Vice President of Skagen. “We are thrilled to continue our partnership with Save The Waves, as we both are dedicated to making our planet a better place now and for the future.”

As suggested on Skagen’s website, sustainability and timelessness are at the forefront of their design process. They hope to create pieces to last a lifetime, with people and the planet in mind. According to the brand’s ambitious plan, by 2025, 100% of their traditional watches will contain sustainable materials such as solar-powered movements, recycled stainless steel, eco-leather, or ocean plastic.

The watch is now available on www.skagen.com.