The baby of an Italian shoe dude who loves watches and two eco-smart entrepreneurs with a crush on the environment, WE fashions wooden timepieces from mostly scrap-wood and uses state-of-the-art Miyota movements for the guts, resulting in a unique watch that's handsome, earth-friendly, and splash-proof.

With this happy pact, the goal is to help restore Mother Nature, one watch at a time, by planting a tree for every WeWOOD purchased. In just the first three months, WEwood planted 5,000 trees with American Forests, and sets challenging targets for 2011 and beyond. Keeping forests healthy and happy keeps us healthy and happy, they like to keep their reminder on their wrist.