Greubel Forsey announced that it will completely eliminate animal leather from its straps. Starting January 1, 2022, 100% of Greubel Forsey straps will be crafted from high quality plant-based materials. This is a first for the brand, and a first in the watch industry. This decision represents a paradigm shift in the industry. Greubel Forsey does not compromise on quality and today, the Atelier yet again confirms its convictions. Indeed, “the technical offer for plant-based straps is mature, and our clients are by nature forward-thinking and welcoming of innovation. We want to be in line with their world vision and we are delighted to write a new chapter of responsible and sustainable High-end Watchmaking” says Antonio Calce, Chief Executive Officer and Executive Board Member.