Most of the time a large company announces some sort of green or eco-friendly practice, it’s half-hearted and poorly implemented at best. The watch world is no different, and while there are plenty of watchmakers that genuinely do have eco-friendly practices (Ulysse Nardin), Timex are throwing their hat in the ring with a very pragmatic approach.

Timex’s new ReWound program will recycle any brand of watch with no restrictions or stipulations. It doesn’t matter what condition the watch is in either as if it can be repaired, it will be and then sold on their website, if not they will separate the materials so they can be recycled. As an added incentive, Timex are offering 20% off a new Timex piece when you send in a broken watch, similar to Apple’s Trade In program.

It’s also very easy to participate. All you have to do is download a postage paid label, put your watch in a box, and take it to your local post office for shipping. The only downside is that this is a U.S. exclusive service, but Timex have announced intentions to expand this service to other countries.

Timex already use environmentally friendly materials in their pieces and have committed to using 50% recycled materials in their manufacturing by 2026.

There are still questions surrounding the program, but we’ll have to wait and see how it works out and if enough interest is generated to continue the practice.