Luminox cleans up La Union beaches

Turns plastic waste into watches

Swiss watch brand, Luminox, successfully completed its coastal cleanup project, “Our World, Our Future”. One hundred and 15 sacks of plastic waste were recovered from the beaches of La Union following a four-phase cleanup drive that started in September and concluded in December last year.

Luminox’s “Our World, Our Future” initiative teamed up with the conservation non-profit organization CURMA’s (Coastal Underwater Resource Management Actions) Pawikan Conservation and Protection Program to direct the beach cleanup in this province some 260 kilometers northeast of Manila. Local businesses ALPAS Coffee and Plant Studio and La Kantina by Kermit La Union partnered with the organizers to make eco-warriors of the volunteers, who were given protective gear and biodegradable bags to collect plastic litter. Volunteers included members of the Rotary Club of San Juan Supreme, Brooks, the Philippine Air Force, the Local Government of La Union, the Inner Wheel Clubs of the Philippines, and Carl Cunanan of Calibre Magazine.

The Luminox Philippines team held the monthly clean-up drives in the beaches of La Union on September 17, October 22, November 26 and December 10.

 Luminox’s “Our World, Our Future” campaign spanned four months of the coastal cleanup activities.

For this, Luminox works with TIDE Ocean, a Swiss company that produces watch cases and watch straps made from 100 percent recycled plastic collected from the ocean. These watches are available in all Luminox Boutiques, and in select Wristpod, Chronos and Swissgear boutiques.

Luminox was one of the first watch brands to be climate-neutral. In 2020, it started offsetting its carbon footprint emissions from their production activities, as well as from other divisions outside of its operations, such as stores, deliveries, and logistics. Focusing on coastal cleanups brings attention to the fact that most of the world’s plastic waste ends up in the oceans and become a threat to marine life.

Volunteers were first given safety briefings prior to the activity. Afterwards, the volunteers and the locals were treated to special beachside games, where they had a chance to win prizes from Luminox. Volunteers also enjoyed specially prepared meals from La Kantina by Kermit La Union and ALPAS Coffee and Plant Studio, and treated to an interaction with the special turtles currently residing in CURMA’s hatchery. Proceeds from the beach clean-up events were donated to CURMA, and participants received Limited-Edition Luminox merchandise.

The Luminox Our World, Our Future campaign is on the Luminox Philippines official Facebook and Instagram @luminox_ph accounts.