Every year, 4.8 to 12.7 million metric tons of plastic waste gets into the ocean. A number of luxury brands are supporting causes that protect the ocean and its marine life. In honor of World Oceans Day on June 8th, we reveal 8 brands that are supporting ocean sustainability.


Each year on June 8th, the world celebrates World Oceans Day, a date officially recognized by the United Nations since 2008. The day aims to drive global awareness of our relationship with the ocean.

Around the world many brands and organizations host events and run campaigns to raise awareness and support ocean conservation progams. Here Luxury Society has compiled a list of eight luxury brands that have an interest in supporting ocean sustainability:


1. Blancpain

Blancpain has had links with diving since the 1953 launch of the Fifty Fathoms, the first modern diving watch. In recognition of this heritage, Blancpain is committed to contributing to the knowledge and preservation of the underwater world. 

Blancpain’s commitment to the underwater world took on a new dimension in 2014 with the collaborative gathering of all its partnerships under the label Blancpain Ocean Commitment, as well as with the launch of the first series of Ocean Commitment limited edition watches. 




2. Carl F.  Bucherer and the Manta Trust

Swiss watchmaker Carl F. Bucherer supports Manta Trust, a non-profit organization that conducts research to be used to protect the impressive manta ray. The Swiss company’s commitment to this animal is symbolized by an engraving of two manta rays on the back of the PATRAVI ScubaTec diver’s watch.

As part of the Manta Trust's effort to learn more about the lives of mantas, Carl F. Bucherer have sponsored two satellite tags to track the movement patterns of Oceanic Manta Rays in the tropical eastern Pacific ocean.

“The PATRAVI ScubaTec is made for explorers,” explains Sascha Moeri, CEO of Carl F. Bucherer. “Divers all around the globe explore the fascinating world below the sea’s surface.”



3. Creme de la Mer

The La Mer Blue Heart Oceans Fundlaunched with a focus on protecting ocean habitats by expanding Marine Protected Areas and empowering ongoing ocean conservation projects around the globe.

This year La Mer focused on this mission through a New York City-based art walk and auction, in collaboration with ocean conservation organization Project 0 and the storied auction house Sotheby’s. La Mer also continues to only use Pacific sea kelp that has been sustainably harvested and responsibly sourced.

"Every year, our La Mer team members around the world take to the shores and beaches of their local communities to beautify and inspire others to do the same. We are grateful every day for the gifts of the living ocean." - Sandra Main, La Mer Global Brand President.



4.Four Seasons

Four Seasons Resort Hualalai, the only Five-Star, Five-Diamond resort on the Island of Hawaii, invitesd guests to participate in a schedule of special events and activities to pay homage to World Oceans Day.

The Natural Resources team at Four Seasons Resort Hualalai, led by Director of Natural Resources David Chai, developed a program for the day inlcuding a beach clean up, to honour and showcase the sustainable and preservative aspects of the Resort’s daily operation.



5. Jaeger-LeCoultre

To mark World Oceans Day, Jaeger-LeCoultre presented an exhibition about its Tides of Time partnership with UNESCO in major cities around the world, including Geneva, Shanghai, Singapore, Moscow Miami, and Sao Paulo.

Visitors of Jaeger-LeCoultre's boutiques will gain a grasp of the threats these natural treasures face and an understanding of the positive impact made by UNESCO and its local partners.

Among the projects presented was the Cocos Island National Park in Costa Rica, where surveillance vessels financed by Jaeger-LeCoultre enable the park to better counter illegal fishing, which pillages the oceans of species in danger of extinction.




6. Selfridges

Now in its seventh year, Project Ocean is part of a long-term partnership between Selfridgesand The Zoological Society of London that aims to help protect the world's oceans through initiatives such as removing all single-use plastic water bottles from Selfridges Foodhalls and restaurants (amounting to approximately 400,000 bottles a year).

Another initiative is Selfridges commitment to removing all beauty products containing plastic microbeads from their stores and banning all plastic carrier bags.



7. Stella McCartney and recycled plastic bottles

As a brand built on an anti-cruelty, fur and leather-free ethos, it feels natural that Stella McCartney has turned its attention toward protecting the ocean.

As part of its autumn/winter 2017 collection, shown at Paris Fashion Week in March this year, the brand debuted a range of 'skin free skin' outfits created using newly developed fabrics - many of which were produced using recycled plastic bottles recovered from the ocean.

McCartney also released its partnership with Parley for the Oceans, an organization that aims to raise awareness and end behavior detrimental to the ocean, for its latest endeavor, The New York Times reports. 

“To take something that is destructive and turn it into something that’s sexy and cool, how can that not be luxury?” Ms. McCartney said.



8. WildAid and Angermeyer Cruises/Andanado Tours and the Galapagos 

WildAid, a nonprofit organization, has partnered with Angermeyer Cruises and Andanado Tours to protect the Galapagos marine environment with the creation of the Galapagos Conservation Fund, and the relaunch of its 159-foot luxury yacht, now officially named WildAid's Passion.

WildAid will make a $100 donation to the conservation fund for every passenger booked on the yacht. Angermeyer Cruises will also donate all proceeds from a one week charter to the fund annually; and for all bookings made via [email protected], 22.5 percent will go directly to WildAid's programs in the Galapagos.



About the author

Genna Meredith

Strategist , Digital Luxury Group

Genna is a Strategist at Digital Luxury Group, specializing in digital content, influencer marketing and social communications.

Prior to working at Digital Luxury Group, Genna worked in Brand Management at Procter & Gamble, Account Management at Saatchi & Saatchi X, and as Assistant Director of Communications at Enterprise UK.