The landscape of luxury watches is undergoing a sustainable revolution, as more brands turn to eco-conscious practices and responsible sourcing. Riding this wave of change is the young Swiss brand ID Genève, whose recent CHF 2 million seed round has captured attention for its commitment to environmental principles. Notably, this pivotal investment has been buoyed by the involvement of Hollywood star and environmental advocate, Leonardo DiCaprio.
Founded in December 2020 by a trio of passionate individuals—CEO Nicolas Freudiger, COO Céderic Mulhauser, and designer Singal Depery—ID Genève strives to weave climate change awareness into the fabric of their timepieces from the outset. Mulhauser’s early apprenticeship at Vacheron Constantin and Freudiger’s business acumen paved the way for the brand’s inception, but it was their chance encounter with Depery that propelled their vision for sustainable luxury watches.
The brand’s latest offering, the “Circular S” collection, boasts a host of eco-friendly features, including 100% recycled steel cases and Swiss-made ETA 2824 automatic movements sourced from unsold stock. More impressively, the steel used is melted down in a solar-powered furnace, drastically reducing its carbon footprint. Complementing these sustainable materials are 100% vegetal and compostable straps, aligning with ID Genève’s commitment to a circular economy.
DiCaprio’s involvement, a strategic move by Freudiger, has further solidified the brand’s commitment to sustainable luxury. As a long-time advocate for environmental protection, DiCaprio’s decision to invest in ID Genève underscores the brand’s mission to drive change within the luxury industry. “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,” DiCaprio commented.
However, ID Genève’s journey doesn’t stop at producing exceptional timepieces. Freudiger envisions a collective industry effort towards ecological transition, emphasizing collaboration over competition. With sustainability at the forefront, the brand seeks to redefine the notion of luxury, shifting it from exclusivity to inclusivity while championing responsible practices.
As the luxury watch industry witnesses this paradigm shift, ID Genève’s pursuit of sustainability echoes a larger narrative—of how small yet significant changes can pave the way for a more environmentally conscious future. With Leonardo DiCaprio on board, their shared vision for a greener tomorrow shines a spotlight on the need for widespread ecological transformation within the luxury landscape.
