Zenith partners with Nona Source to transform excess couture fabrics into watch straps

Watches & Jewelry


Zenith firmly believes that progress and innovation must be synonymous with sustainability and responsibility. Acting on this ethos, the watch manufacture has unveiled an exciting new upcycling initiative with Nona Source that transforms excess fabrics from LVMH Fashion & Leather Goods Maisons into watch straps.

This collaboration with Nona Source is part of Zenith’s ongoing efforts to reduce its environmental impact without compromising the quality and desirability of the Maison’s timepieces.


Nona Source, a startup incubated by LVMH’s intrapreneurial program DARE (Disrupt, Act & Risk to be an Entrepreneur), is the first online resale platform to revalue deadstock fabrics from exclusive luxury fashion Maisons. It gives these materials a second life by making it easy for designers to shop and reuse existing resources.

Straps for Zenith’s DEFY Midnight collection – designed exclusively for women and featuring an ingenious quick-strap-change system mechanism on the case back – are now crafted with the finest fabrics available from Nona Source, giving a high-fashion edge to the emblematic watches.


Seven intricately handmade straps will be available in different colored and textured fabrics with rubber backing: vanilla-white moleskin woven cotton, blue silk and wool Mikado, sage-green washed crepe, sandy-beige poly-viscose canvas, pink denim, vibrant yellow tricotine, and cream curly mohair.

This partnership ushers in a compelling new chapter for the watchmaking Maison, underscoring its dual commitment to creativity and environmental responsibility. The initiative is emblematic of the circular creativity approach pursued by the LVMH Group through its environmental compass, the LIFE 360 program.