Meet the watch for humans who believe it’s cool to be kind.
Built with meticulous craftsmanship including sapphire crystal, Japanese movement and sustainable Italian full-grain leather for a watch that lasts.
We own our own assembly factory and by doing so, skip the middleman to bring you a luxury-grade watch for an honest, everyday price.
From our eco-friendly straps and zero-waste ion plating, to our ethical as-can-be production lines and 30 trees planted for every watch sold, we do our thing to do better.
RePET Straps. Upgraded.
Your light, breathable NATO strap is woven from 100% post-consumer RePET recycled plastic bottles.
One strap = one plastic bottle not going to landfill, and brings a splash of (interchangeable) colour to your day.
It’s high time we did better by earth. Find out how we’re trying to do our bit.
Our Ethical & Sustainable Focus
Retail is one of the most polluting industries in the world. We’re cleaning up.
Deconstructs sustainable luxury in a way that’s fun, personal, accessible and flexible.
I love that they have so many options for recycled plastic bottle straps.
This type of material is easily one of my favorites because it keeps waste out of landfill
Natalie Kay Costello
I adore this business and the mission behind it.
Proof that sustainability can be sexy AF.
2°EAST is no doubt paving the way for new sustainable standards for the watch industry
The rose gold color goes with everything! It's comfortable on my wrist, not too heavy and I am very impressed with the eco-friendly craftsmanship and that this company strives to be sustainable and ethical.
The Forest Garden
For every watch sold, our partner Trees for the Future plants 30 trees to help end hunger, poverty and deforestation.