In a significant move towards a more environmentally conscious luxury industry, renowned actor and environmental advocate Leonardo DiCaprio has recently invested in ID Genève, a Geneva-based watchmaker committed to pioneering sustainable practices in the world of high-end timepieces. DiCaprio’s involvement reflects a growing trend in the watch industry, where sustainability is becoming an increasingly important factor for consumers, including sustainable luxury watches.
Traditionally, the world of high-end watches has been slower to embrace sustainability compared to fine jewelry and designer accessories. However, a shift is underway, with brands like Oris, Breitling, and Bremont incorporating sustainable elements into their designs for sustainable luxury watches. According to Scott Meller, president of L.A.’s Feldmar Watch Co., sustainability in a watch adds value, and consumers are becoming more cognizant of environmental concerns.
One brand that stands out in its commitment to sustainability is ID Genève, whose recent round of investors includes none other than Leonardo DiCaprio. In a statement, DiCaprio expressed his excitement about supporting ID Genève’s dedication to circular economy principles, sustainable materials, and innovation. The brand’s efforts extend beyond rhetoric, with details such as recycled steel remelted in a solar furnace, vegan and compostable straps, and packaging derived from mushrooms and seaweed.
ID Genève’s commitment to sustainability aligns with the broader trend in the watch industry, where brands are adopting various strategies, including donating to environmental causes, forming partnerships to influence design, and utilizing recycled materials. Breitling, for instance, promotes its NATO straps made from repurposed nylon waste pulled from oceans, while Bremont supports ocean conservation with its Supermarine Ocean in “Thresher Grey.”
Other notable brands, such as Panerai, Oris, and Chopard, have also joined the sustainable luxury watches movement, incorporating recycled materials and responsibly sourced gold into their designs. TAG Heuer has embraced lab-grown diamonds, showcasing that environmentally friendly practices are not just ethical but also good for business.
ID Genève, founded in December 2020, aims to revolutionize the watch economy by adhering to circular principles from the outset. The brand’s founders, Nicolas Freudiger, Céderic Mulhauser, and Singal Depery, bring a combination of watchmaking expertise, business acumen, and design sensibility to create timepieces that reflect their deep concern for climate change and social environmental impact.
The recent CHF 2 million seed funding round, with participation from Leonardo DiCaprio and other investors, is a testament to the brand’s potential impact on pushing the watch industry toward better environmental practices. Freudiger emphasizes that even small changes can have outsized impacts and envisions turning the luxury industry into a leader in the ecological transition.
ID Genève’s latest release, the “Circular S” collection, exemplifies their commitment to sustainability. The watches feature recycled steel cases melted down in a solar-powered furnace, refurbished Swiss-made automatic movements, and 100% vegetal and compostable straps. The brand’s dedication to reducing carbon impact is evident in every aspect of the watch’s design, from the solar-inspired aesthetics to eco-friendly packaging.
While the price point of CHF 4,380 may seem high compared to other options, ID Genève challenges consumers to consider the genuine passion and purpose behind their product. Freudiger acknowledges the challenge of balancing sustainability with the exclusivity associated with luxury watches but believes that luxury can mean quality and responsibility, not just exclusivity.
In an interview, Freudiger shared his vision of placing the luxury industry at the center of the ecological transition, emphasizing collaboration with other brands to collectively drive positive change. With Leonardo DiCaprio’s trust and support, ID Genève aims to inspire not only watch enthusiasts but the entire luxury industry to prioritize sustainability and contribute to a more environmentally conscious future.
