IWC JOURNAL: Return to Earth: The New MiraTex™ Straps

The Journal

RETURN TO EARTH: THE NEW MIRATEX™ STRAPS

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The Big Pilot’s Watch 43 (Ref. IW329301) sporting the MiraTex™ strap in brown

LEARN MORE ABOUT THE WATCH STRAP MADE OF 100% NATURAL INGREDIENTS

For watch lovers in search for alternatives to leather straps, IWC is now presenting a natural, climate-friendly and plastic-free option. After two years of R&D and in close collaboration with Natural Fiber Welding® (NFW), IWC is the first in the industry to introduce a watch strap made with MIRUM®: a bio-based, low-carbon, completely plastic-free and 100% recyclable material. IWC which has long led the luxury watch sector in the development of cutting-edge materials, launched the new MiraTex™ watch strap along with the announcement of Gisele Bündchen as IWC’s new Environmental & Community Projects Advisor and its recent publication of the IWC Sustainability Report 2022.

Made of natural materials such as FSC-certified natural rubber, cork powder and various mineral colorants, MIRUM® does not contain any petrochemicals or plastic and has an extremely low carbon footprint. The result is a watch strap that is much less resource-intensive to produce than animal or synthetic leather. During the entire process, both development teams have consistently adhered to the principle that quality, durability and comfort are non-negotiable.

The JOURNAL spoke with the brains behind Natural Fiber Welding® – a bio-engineering and material innovation company that manufactures shockingly sustainable material from plants.

PILOT’S WATCH CHRONOGRAPH 41

IW388101

Pilot’s Watch Chronograph 41

94 300 kr

Stainless steel Case, Automatic winding. Blue calfskin strap with EasX-CHANGE system, Strap width 20.0 mm.

Made in Switzerland

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ACHIEVING COMPLETE CIRCULARITY

HOW DO NFW PRODUCTS DIFFER FROM OTHER SUSTAINABLE PRODUCTS ALREADY ON THE MARKET?

MIRUM® is made with only natural ingredients, whereas other alternative materials either contain some form of plastic as a binder or coating, or lack the physical characteristics required to be made into high quality products.

All our formulations are comprised of 100% bio-based carbon content. This means they can be safely returned to earth at the end of their lifespan for complete circularity.

WHAT WAS THE BIGGEST CHALLENGE YOU FACED WHEN DEVELOPING MIRATEX™ STRAPS FOR IWC?

Developing MiraTex™ presented a unique opportunity for our team because it took time to tune color and grain to be acceptable for high-end luxury consumers. This application features MIRUM® very close to the skin, so we wanted to ensure we had every detail right.

The Big Pilot’s Watch 43 (Ref. IW329301) sporting the MiraTex™ strap in brown…
(1/5)

… the MiraTex™ strap in blue…
(2/5)

…and the MiraTex™ strap in black.
(3/5)

Beautiful in blue: the Big Pilot’s Watch 43 feat. the MiraTex™ strap in dark blue...
(4/5)

…and in pitch-black.
(5/5)

MADE OF 100% NATURAL INGREDIENTS

WHICH FACTORS WERE MOST IMPORTANT FOR YOU TO CONSIDER WHEN DEVELOPING THE MIRATEX™ STRAPS?

Look and feel were the most important details considered during the development. We wanted this application to be aesthetically pleasing and really focused on the color, richness, texture and overall hand feel.

HOW DOES IT FEEL TO WEAR A WATCH WITH A MIRATEX™ STRAP?

The overall company sentiment is excitement about the launch. We are all thrilled to be partnering with IWC and look forward to exciting collaborations.

MiraTex™ straps are available in the colors black, blue and brown, and can be attached to the below watch references which are equipped with the EasX-CHANGE® system.

To find a new strap that fits your watch, visit our Strap Selector.