I do not like quartz watches. Let’s get that straight. But I like this one.

This is the Maurice Lacroix Aikon #Tide (or #tide) and it’s a fascinating little piece. It’s a $750 Swiss quartz that comes inside a reusable coffee (or Mai-Tai) cup and it’s made almost entirely out of recycled ocean plastic. It’s not the prettiest watch you’ll own nor is it the most complex but it is a luxury piece that definitely does some good.

The whole package is as sturdy as a G-Shock and features a standard quartz movement with date. The watch has an easily changeable rubber strap and features a nicely patterned dial and crisp hands and pips. As you can imagine, it’s very light and unobtrusive and would look great by a pool.

The fact that this is made nearly entirely out of recycled materials is the real draw. In a world of disposable junk, Maurice Lacroix is, to a degree, taking a stand. The company even includes a recyclable box and carrier in the shape of the aforementioned coffee cup (with lid) and a reusable watch stand for your bedside table. It’s a nice touch.

MC makes a number of these Aikon watches including some clever collabs with other designers. The #tide watch is the only one that actively touts its ecological bonafides.

To be clear this is still a plastic watch. You won’t win any coolest watch at the club contests. That said, it’s a nice idea and ML’s heart is in the right place. It’s a little expensive, it’s a little small – 40mm but it wears smaller – and you can probably wear a Swatch and get the same effect. But come on – the whole thing is made of recycled plastic and it has some great little tweaks which make it a lot cooler than just a quartz three-hander. If you like it you like it and I, for one, like it.

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