How a Swiss Company Created the World's Most Circular Watch
May 30, 2025
Watch straps made from the residue of the finest wines in the world and watches that, when scratched or dented, can be heated back to their original form.
These are just two ways the ID Genève team is redesigning luxury.
ID Genève is a Swiss watchmaker founded in 2020 by three friends: Nicolas, Cédric, and Signal.
The company is built on circular economy principles that emphasize using recycled and reused materials in manufacturing.
Every part of their watches has intention rooted in sustainability. The watch cases are made of 100 percent recycled steel. The movement comes from refurbished mechanical parts. The straps are made from green waste. And the watches are sold in compostable packaging made of seaweed and mushrooms.
With investors including Leonardo DiCaprio and Swiss investment groups, ID Genève is betting on what exclusivity can mean to a new generation of consumers.
Watch our full conversation with Nicolas Freudiger, CEO of ID Genève.
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