In a world where style, sustainability, and substance are often treated as separate ambitions, DeTrash is proving they can coexist in one bold stroke. The brand, known for transforming waste into timeless design, has unveiled its latest creation: the Au.M.G., a limited-edition dive watch that redefines modern horology. With only 100 pieces ever made, this collection blends technical precision, design heritage, and environmental responsibility into something truly exceptional.
A Watch With Purpose
The name Au.M.G. isn’t just a catchy acronym. It stands for Au (Gold), M (Marine), G (Grit), a philosophy that underpins the watch’s DNA. Built from 80% recycled surgical-grade steel, the Au.M.G. is a powerful testament to what can be achieved when craftsmanship meets conscious innovation. The case is forged in gold tones, evoking strength and sophistication, while its functionality proves it is more than just a display piece.
Water-resistant to 200 meters, fitted with sapphire crystal, and glowing with Super-LumiNova lume, the Au.M.G. is engineered for real-world adventures. It’s the kind of watch you don’t just wear, you live with it.
Even the unboxing has purpose. Each piece comes in minimalist packaging with a carry pouch made from deadstock fashion fabric, ensuring that sustainability runs through every layer of the experience. Waste, as DeTrash argues, should be history, not aesthetics.
The Sustainable Statement
What sets the Au.M.G. apart is its authenticity. This isn’t a brand riding the wave of eco-conscious storytelling, it’s embedded in their foundation. Every sale supports Surfers Against Sewage through DeTrash’s proud membership in 1% for the Planet. That means at least 1% of each purchase goes directly into protecting the oceans that inspired the Au.M.G.’s creation.
This is more than marketing, it’s a mission. In an era where consumers expect brands to stand for something, DeTrash has carved out its lane, proving that sustainability and luxury aren’t mutually exclusive.
New Releases: The McQ Salmon & The Dark Night
Alongside the Au.M.G., DeTrash is debuting two all-new slim-fitting models available for early release: the McQ Salmon and the Dark Night. Both timepieces take a sleek, contemporary approach while honouring classic design cues.
The McQ Salmon
Named in homage to Steve McQueen, this watch features twisted lugs inspired by the legendary Gerald Genta. Its warm salmon dial is set against a super-slim case made from 80% recycled steel, offering elegance with a subtle punch. This is a watch for those who appreciate vintage cues but want them reimagined for today.
The Dark Night
A stealthy counterpart to the McQ Salmon, the Dark Night is every bit as sharp. Its black DLC coating brings durability and an edge, while the yellow Super-LumiNova lume and matching second hand add an unexpected flash of colour. The balance of mostly brushed finishing with hints of high polish gives it both grit and refinement.
The BeerSkin Revolution
Perhaps the most exciting innovation comes with what both the McQ Salmon and Dark Night are strapped in: the all-new BeerSkin straps, developed in collaboration with Budweiser. Made from beer waste, BeerSkin is a sustainable leather alternative that’s soft, comfortable, and utterly unique.
It’s not just a conversation starter—it’s a proof point that waste can be reimagined into something better. By turning brewing by-products into high-quality watch straps, DeTrash is pushing design forward while keeping sustainability at its heart.
A Future-Focused Vision
DeTrash isn’t trying to be just another watchmaker—it’s trying to change how we think about watches. The Au.M.G., McQ Salmon, and Dark Night show that it’s possible to create timepieces with character, craftsmanship, and conscience. They’re not only built to last but also built to matter.
For those looking to invest in a watch that says as much about who you are as it does about the time, DeTrash’s new releases offer a bold step forward. From gold-forged dive watches to beer-inspired straps, this is a collection that demands attention, for its design, for its innovation, and for its purpose.
Discover more at DeTrash.com, and explore how the Au.M.G. and its companion models are shaping the future of sustainable style.
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