Watches, Unusual Names and Social Responsibility

Brands like DecideAndAct and Triwa say they create timepieces with the planet in mind.

When Alexander Mehdi Bennouna, a former chief executive of Victorinox Swiss Army, co-founded a new watch brand last year, he did not name it after himself, like many watchmakers have done, or choose something that emphasized the company’s Swiss roots.

Instead, the collection, which introduced its first timepieces on Kickstarter in June, was called DecideAndAct.

Mr. Bennouna said the unusual name had a deliberate purpose: to stress the brand’s focus on social responsibility. “It’s a call for action,” he said in a phone interview from his office in Neuchâtel, Switzerland. “It’s not something that must come across as

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