Inside ALTERNATIVE SYMMETRY’s Sustainable Watch Revolution

Selection of watches and components from the first range of ALTERNATIVE SYMMETRY designed by Phillip Plimmer.

It’s Friday afternoon in May and I’ve driven my van to Stratford to meet a friend. But before I do that, I have a phone call with a past colleague to talk about his brand-new range of eco-friendly watches.

I met Phil when we both worked at a watch supplier and manufacturer in Birmingham in the early 2000s. It was my first role out of university, and I was climbing the ladder, desperate to achieve great things and build my career. I was working in account management and brand development, and Phil was an exciting watch designer everyone wanted on their team.

It’s 3pm for me in Stratford and 10am for Phil in New York. I’m in the car park of the leisure centre, sitting on my van bed with notebook and Dictaphone ready. It’s a super hot day and I’ve opened all the doors on the van — there’s a refreshing breeze flowing through the space.

After we catch up on the last 20 years since we’ve talked, we get into watches and sustainability.

What inspired you to create a sustainable watch range?

“The idea started because I wanted to create a project that could showcase my skills. I was working on projects I couldn’t publicly share, so I wanted something on the side that was mine — something I could talk about.”

“The real spark was the idea that most people change their watch straps, but there aren’t many brands where you can change the whole outer body — the case — easily. And when watches get scratched or worn, people tend to throw them away. I wanted to do the opposite: design a modular watch where key parts could be reused.”

It takes a minute for me to understand how the watch is put together — I haven’t seen anything like it before. Essentially, Phil has designed a range of sustainable watches with different interchangeable parts that can be upgraded, repaired, and replaced. He’s going against the grain with the materials too. In fact, he’s been told that what he wants to do won’t work — by countless people.

Time Tracking - a new language for change.

Even the language around the project is different. For example, he talks about time tracking.

Since living in the age of the iPhone — and all the other smartphones with a billion different features that make them more like computers than watches — the way we tell time is different. In fact, in the first five years, Apple outsold the entire Swiss watch market.

Every time we want to know the time, we look at those little computers. And how often have you gone to check the time, only to fall into a scroll hole or get completely distracted?

In this world of digital distraction, the term time tracking feels deliciously singular. Focused. Clean. Pure, even.

It’s not quite slow living… it just feels authentic as fuck.

Design, not hype

Phil’s not doing this for fanfare or followers. There’s no flashy campaign or lifestyle hype. Just ethical watchmaking, thoughtful design choices, and clear explanations. His motivation is to share how something could be done differently.

He’s not using standard steel — instead, he’s chosen recycled steel. Why? Because it’s there. It exists. It should be used. There’s so much pomp around materials that sometimes we forget practicality.

“Most people don’t need the world’s toughest steel on their wrist. The recycled steel watch is strong enough for everyday use, so… why not?”

“This entire watch design project is about showcasing what’s possible. How we can rethink our approach to everyday objects.”

The Brand: ALTERNATIVE SYMMETRY

Even the name hints that something here is different.

The watch is modular, made up of a surface, a movement, and a case. The unit is held together with four functional screws, allowing the wearer to change and customise it easily. Three of the straps in the range are made from corn with the lining made from apple — the other straps are made from recycled PET ocean plastic and recycled steel. Elements of the design including the dial and the hand design are asymmetric — it literally reflects the ethos of the brand.

But it hasn’t been smooth sailing. Phil’s experienced the challenge of stepping outside of his comfort zone and into a new project that he has full charge over. Friends and family have shared his concerns but have been supportive of this venture. Whilst existing industry players have been dismissive of the some of the materials chosen, Phil isn’t phased by the pushback.

That’s often the case when people try to make change — it doesn’t always look “right” because no one’s seen it done before. It makes me wonder… maybe negative opinions are actually a sign you’re on to something.

A small, intentional start.

The project is wholly self-funded, with a small initial run. A crowdfunder is launching soon to support the brand’s next steps.

When I asked Phil about the limitations of creating a sustainable watch brand, he explained that there just isn’t the choice and diversity quite yet within the materials. For example, the strap colours are limited. However, this made Phil think really carefully about how the range would pull together. It potentially forced his hand to be slightly more reserved with design choices.

We also talked about the learning curve.

As a designer, you’re usually focused on one part of the process. As a brand owner, you’re managing everything — and mistakes happen. But those mistakes are part of it. We need more space to learn as we go.

Phil expects to attract a discerning customer with his asymmetric sustainable watches. A cult following with a connection to design and intelligence. People who want to try to make the world a better place.

The final touch

Is it enough to be sustainable?

Phil says at least 50% of the story has to be the aesthetics, the functionality, the customisation potential, the art.

He’s thought about the details down to the packaging. Back in my watch-buying days, bigger boxes meant status, the bigger the better. But that also adds to carbon footprint. Phil’s approach to minimalist watch packaging is simple: each piece will come in a travel case that folds over, fits into a matchbox-style box. There’s no instruction leaflet or sticker, just an invitation to visit the website for all that information.

Match box style box with felt travel wrap case

So what’s next?

Phil talks a little about the future of the brand. Other sustainable materials he is researching. Its exciting to have a bold and strong ethos and work so rigidly within those guidelines. That’s called direction. That’s called purpose.

Phil is right. This watch range isn’t just about sustainability. It shows the possibility of combining love for our planet with attention to design and commitment to innovation.

What I love is that it’s not just a watch. It’s a different way of seeing. A reminder to think. To question. To track time with intention.

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Professional Product/Industrial Designer specialist in Watch Design

Design Studio - aspectdesigning.com [ ASPECT DESIGNING ]

Personal Brand - alt-sym.com [ ALTERNATIVE-SYMMETRY]

With over two decades of experience in the global watch industry, Phillip Plimmer has built a career spanning luxury conglomerates, mass-market leaders, and independent micro-brands. His expertise lies in both commercial and conceptual watch and accessory design, delivering results across short- and long-term projects with a sharp focus on innovation, storytelling, and market relevance.

He has collaborated with more than 200 brands across 20+ countries, earning a reputation for his ability to distill a brand’s DNA into distinctive, purpose-driven products. Known for his breadth of creative vision and polished execution, he consistently brings a wide range of ideas to the table—each supported by a deep understanding of brand strategy and design thinking.

A graduate of the Royal College of Art in London, with a strong foundation in Arts and Design, Phillip is driven by a passion for futuristic aesthetics and boundary-pushing design. He thrives in collaborative environments, values communication, and remains committed to evolving through new challenges and partnerships with like-minded professionals.

Ethical and Sustainable Product Design that Doesn't Compromise on Style