When it comes to sustainability, Swiss watch brands have shown their commitment to protecting the environment. Even independent brands have risen to the challenge. ID Genève, a pioneer in the Swiss circular economy, is one such brand. It is also Switzerland’s first luxury watch company to be awarded the “B Corp” certification, a testament to high performance, transparency, and accountability. Hollywood actor and environmentalist Leonardo DiCaprio has just been announced as an investor in the brand. His investment is part of a CHF 2 million seed round for the brand, born of the company's commitment to recycling as well as reusing parts and materials for watches, such as steel melted by solar rays and ecologically friendly straps. The list of investors also includes several Swiss family offices.
Leonardo DiCaprio's investment in ID Genève aligns with his commitment to promoting environmental sustainability. In an official statement, DiCaprio said, “I am thrilled to be an investor in ID Genève, a brand that’s driving change in the luxury industry and beyond, by consistently innovating and focusing on circular economy principles.”
The partnership marks an exciting time for the industry, underlining the importance of sustainability. Nicolas Freudiger, Co-Founder and CEO of ID Genève, said, “We have always been interested in working with a global environmental advocate like Leonardo DiCaprio and we’re thrilled this partnership has come to fruition. We hope that this synergy will not only give us a louder voice in championing sustainable practices, but will also inspire and challenge our peers in the luxury sector and beyond to prioritise environmental practices.”
The brand made its debut in December 2020 and in a short period of time, ID Genève gained recognition, all for the right reasons. The appeal of the brand lies in its creation of premium mechanical watches using only recycled, renewable, and reused materials. Thus, innovation is at the core of the brand’s philosophy, resulting in a significantly lower carbon footprint, compared with the industry average.
The latest seed round follows the success of ID Genève’s inaugural Circular 1 watch collection, launched in 2021. It sold out within a few weeks. A new watch collection, Circular S, consists of 100% recycled steel that is remelted in a solar furnace, allowing the brand to reduce its carbon footprint by 165 factors. The watch straps are crafted from vegetal sources and are 100% compostable, reinforcing the brand’s commitment to reducing waste and maximising reuse. Even the packaging solutions echo the spirit of sustainability; all forms of packaging are derived from mycelium and seaweed.
ID Genève watches are available at their outlets in Switzerland and online as well as at Watches of Switzerland in the UK and the US.