Only seven percent of the world’s plastic is recycled. Currently, there are 5.25 trillion pieces of plastic floating in our seas. Globally, 100,000 marine mammals die every year because of plastic pollution. This is unsustainable.

The oceans are the lifeblood of our planet. And with over-fishing and pollution a huge problem the world over, anything that helps in the battle to preserve our oceans is something to get behind.

Step forward the ultra-stylish #tide ocean material® strap, created by Swiss company #tide – and made entirely from recycled ocean plastic. And if you like swapping straps and bracelets as much as we do, its quick-release mechanism will make doing so a dream.

Christopher Ward and #tide are jointly making
a £5 donation to Blue Marine Foundation from
the sale of each #tide strap.

Fishing for plastic

Addressing the issue

If plastic is the problem, #tide is the solution. #tide is a social business with one simple goal: to create useful products from ocean-bound plastic. #tide gives plastic waste a value.

#tide pays the semi-nomadic Moken people in the Andaman Sea to gather plastic from the ocean, while also organising beach clean-ups and collaborations with social enterprises.

Christopher Ward and #tide are jointly making a £5 donation to Blue Marine Foundation from the sale of each #tide strap.

Revolutionary w(e)ave

The recovered plastic is sorted, washed, shredded and shipped – in a carbon-neutral way – to the Swiss University of Applied Sciences where it’s turned into #tide pellets and yarn – a high-quality polyester textile.

And while its eco credentials are second to none, the strap’s flexibility, strength and good looks make it the perfect partner for your watch.

Shop the #tide range

39mm   White   Automatic   Black White #tide ocean material®  
$695.00
40mm   Blue   Automatic   Blue #tide ocean material®  
$950.00
From X.XX/month
40mm   White/Black   Automatic   Black Red #tide ocean material®  
$895.00
From X.XX/month
40mm   Black   Automatic   Black Orange #tide ocean material®  
$1,395.00
From X.XX/month
View the full range