ID GENEVA: THE CHALLENGE OF CIRCULAR WATCHMAKING

Posted by lifata on November 13th, 2023

The combination of luxury and sustainable development is an unexpected marriage. However, the young Swiss watch brand ID Genève has succeeded in bringing together these two seemingly opposing worlds. Founded just three years ago, the company's mission is to create watches that embody a commitment to the environment and the fight against climate change. Their innovative approach is based on the principles of the circular economy, using ethical and recycled materials with a drastically reduced carbon footprint compared to traditional industry.

At the heart of this adventure are three friends, Nicolas Freudiger, Singal Depéry and Cédric Mulhauser, bringing their skills as an entrepreneur, designer and watchmaker respectively. Their ambition is limitless and their determination is palpable. So much so that the brand has obtained B Corp certification, which assesses the social and environmental performance of companies at 80% and above. This certification also demonstrates their desire to be transparent with all stakeholders, to promote responsibility within the ecosystem, and to promote fairness, sharing, and respect within their company.

ID Genève currently has three ranges in its catalog (Circular 1, Circular S and Circular C), each embodying new environmentally friendly production methods. Their Circular S series, for example, is distinguished by the use of recycled steel remelted in a solar oven, which drastically reduces the carbon footprint, i.e. 165 times less than the industrial average. The bracelets in this series are made from fully compostable plant materials, like the packaging made from mushrooms and algae. The mechanical movements are recovered, renovated and certified, and the watch case is designed in a modular manner to facilitate repair or even changing certain parts if the customer wishes.

Circular C is the latest replica watch info collection, launched in September 2023 in collaboration with CompPair. This Swiss company specializing in sustainable materials offers composites and curable materials. This unique collaboration brings watches to life using recycled carbon fibers from wind turbine manufacturing waste. The material, regenerative carbon, is remarkable because in the event of damage, it can be heated for a minute to return to its original state. Only 20 pieces of the first laboratory edition of the Circular C were produced, and their dial is designed to evoke molecules in motion.

Last month, ID Genève managed to raise 2 million Swiss francs thanks to committed investors, including Leonardo DiCaprio. This association may seem surprising, but on closer inspection, it turns out to be perfectly coherent given the American actor's commitment to environmental protection. He notably co-founded the Earth Alliance in 2019, an NGO to which he has already paid million to preserve the Amazon rainforest following major fires, then an additional million to help Australia following the same disasters. As an investor in this project, he said: “I am delighted to have invested in ID Genève, a brand that is driving change in the luxury industry – and beyond – through an approach based on constant innovation and on the principles of the circular economy. »

This collaboration between the actor and the young Swiss house promises to create great momentum for this new vision of watchmaking. Nicolas, co-founder of ID Genève, is very pleased with the collaboration with the Oscar-winning actor and said: “Working with an ardent environmental advocate such as Leonardo DiCaprio is an opportunity to offer greater resonance to our circular initiatives. At the same time, we hope to inspire and challenge our industry peers to prioritize sustainability. » ID Genève's commitment to sustainability has been recognized by several awards, notably in the “Watches, jewelry and accessories” category of the Luxury Innovation Awards and in the “Going Circular Economy” category of the Design Prize Swiss. ID Genève fake watches uk are offered at prices ranging from 3,500 to 5,540CHF. In this same vein, we do not forget to mention the French brand Awake which also seeks to influence its peers with eco-responsible production.