DecideandAct (d&a) is a new high-quality watch brand that commits to and puts peace, diversity and ecology at the forefront. They have just launched their first collection ‘Ambassador of Change.’

Founded by industry powerhouses Alexander Bennouna, former CEO of Victorinox Swiss Army Watch and VP Sales at Swatch Group, and Martin Riemer, who has worked with luxury brands including Cartier, Rolex and Omega, the brand has a mission to give back. They support a new type of responsible business that goes beyond green design and profit-sharing, taking it from an accessory to something that makes a difference.

Designed locally in Switzerland, their collections are made from sustainable materials, including recycled PET fibre and cactus leather, and their packaging is reusable, biodegradable and vegan. They will launch partnerships with NGOs, donating a percentage of profits to projects focused on hunger, poverty, education and empowerment.

The ‘Ambassador of Change’ collection is a limited line of three designs in black, silver and gold all made from recycled and bio-sourced materials. d&a’s mission is to go beyond green design and aims to promote changemakers for the benefit of a better world by partnering with a number of NGOs worldwide to inspire people all over the globe to become change makers. To make this possible they will launch their first limited collection on Kickstarter on June 22nd.

Bennouna and Riemer saw a gap in the watch industry for sustainability and decided to launch the first Swiss purpose-led brand. d&a is about a mindset that drives change. The brand commits to and puts peace, diversity and ecology at the forefront by aiming to support NGOs who share the same values.

The new company implements sustainable craftsmanship from sourcing to operations. Designed and made locally in Switzerland, special limited edition watches will be engraved with a unique unit number, with a sustainable manufacturing process, using renewable energy where all macro components are produced within a perimeter of 78km. From the design to the engineering, sourcing to the manufacturing, each pivotal step has been designed to operate within ecological boundaries.

CEO Alexander Bennouna revealed, “improving our world requires a mindset that addresses the reason behind what we do and reciprocates what the community and environment offer to us. Our watches are a statement of who we are and what we stand for. By acquiring our first and exclusive limited edition ‘Ambassador of Change,’ you are endorsing a new and responsible way of doing business. Join us to be a part of meaningful change, which we can all do together.”

The brand functions as a model that places the power in the hands of the people and will give back to an extensive range of NGOs, as part of their global mission. d&a will launch partnerships with NGOs that are focusing on the ethos of the brand: peace, diversity and ecology.  Additionally, each model in their Special Editions collection will be dedicated to specific projects with pledges of up to 30% of the revenue.

Launching on Kickstarter The ‘Ambassador of Change’ collection with retail from $220 for early purchases. The Original Collection coming next will begin from $345.
To learn more about d&a, visit: www.decideandact.com, and to sign up for the launch visit: https://www.kickstarter.com/projects/decideandact/timeforchange.