When a brand declares “sustainability isn’t a story we tell, it’s the reason we exist,” it sets a high bar. And Detrash, the purpose-driven British watchmaker, has cleared it with style. Their latest release, anchored by the bold new Au.M.G. dive watch, and two standout designs made with Budweiser’s BeerSkin™ straps, marks a new chapter in sustainable luxury.
This collaboration proves that innovation doesn’t have to come at the planet’s expense. Instead, it can start with something as simple, and unexpected, as beer waste.
Beer Waste, Reinvented: The BeerSkin™ Strap
In partnership with Budweiser, Detrash has created BeerSkin™, a vegan ‘leather’ derived from the byproducts of the brewing process. The result? A material that’s soft, durable, and comfortable enough for everyday wear, without harming animals or the planet.
This breakthrough debuts with two limited-edition watches: the McQ – Salmon and Dark Night. Both combine rugged marine-grade performance with sleek, urban aesthetics, underpinned by Detrash’s commitment to responsible production.
Each watch is proof that style and sustainability can coexist, no compromises, no shortcuts.
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The Au.M.G. Gold, Grit, and Purpose
Then there’s the Au.M.G., a limited-edition dive watch that embodies Detrash’s ethos: gold for refinement, marine for purpose, and grit for endurance.
With only 100 pieces ever made, this striking 41mm timepiece is crafted from 80% recycled surgical-grade steel, finished with a #tide ocean plastic strap, and designed to withstand the elements.Featuring 200m water resistance, sapphire crystal, and Super-LumiNova lume, the Au.M.G. delivers both precision and performance. Its unboxing experience is equally intentional, minimal packaging, a carry pouch made from deadstock fashion fabric, and a total rejection of waste as an aesthetic.
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The Great White: Built for the Depths, Inspired by the Ocean
Completing the trio is The Great White, a true diver’s watch designed to perform as fiercely as it looks. Featuring a 41mm case, 200m water resistance, and a crisp white dial, it’s both a technical powerhouse and a visual standout.
With sapphire crystal on both the front and back, wearers can admire the Seiko NH35 automatic movement—a mechanical heart that drives precision beneath the surface. The luminous Super-LumiNova markers ensure readability even in the darkest depths, while the strap crafted from ocean plastic reinforces Detrash’s dedication to ocean preservation.
Limited to just 100 individually numbered pieces, The Great White isn’t just built for adventurers, it’s built for those who care. With at least 1% of every sale supporting environmental initiatives, this watch serves as a reminder that our oceans are worth protecting.
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Designing for Impact, Not Excess
From the first sketch to the final second hand, Detrash designs with purpose. Every detail serves a function: minimalist packaging, recycled materials, and thoughtful reuse of deadstock textiles. The brand’s approach to watchmaking strips away waste and focuses on meaning.
Through their membership in 1% for the Planet, Detrash supports Surfers Against Sewage, ensuring that every watch purchased helps protect the environments that inspired it.
It’s this circular vision, where form, function, and responsibility align, that sets Detrash apart.
Crafted to Be Lived In
Whether it’s the soft BeerSkin of the McQ Salmon, the stealth black of Dark Night, the bold gold tones of Au.M.G., or the clean minimalism of The Great White, each Detrash timepiece carries a shared philosophy: wear it, live it, protect what matters.
These are watches not meant for display, but for discovery, crafted to dive deeper, last longer, and remind us that good design should leave the world better than it found it.
Discover the collection at Detrash.com
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