ID Geneve is a pioneering Swiss watchmaker that has established itself as the first luxury brand built entirely on the principles of the circular economy. Founded in 2020 by childhood friends Nicolas Freudiger, Cédric Mulhauser, and Singal Depéry, the Geneva-based company operates with the motto "Conviction on your wrist." Breaking away from the traditional industry model of linear production, ID Geneve aims to prove that luxury and sustainability can coexist without compromise, a mission that has earned them B Corp certification and the financial backing of environmentalist and actor Leonardo DiCaprio.
The brand's timepieces are distinguished by their innovative use of recycled and eco-friendly materials. Their watches are crafted from 100% reprocessed stainless steel—sourced locally in the Jura region to minimize carbon footprint—and solar-forged steel, which is processed using concentrated solar power. Beyond the case, ID Geneve utilizes refurbished mechanical movements to extend the lifecycle of existing machinery and pairs their watches with straps made from unconventional, plant-based sources such as wine waste (Vegea), Bananatex, and hemp.
In addition to producing watches, the company positions itself as a laboratory for eco-innovation through its "Circular Luxury Lab." This initiative allows them to collaborate with various startups to test and integrate cutting-edge materials, such as compostable packaging made from mycelium and seaweed, or "regenerative carbon" technology that allows materials to self-heal. By prioritizing a local production network and transparent supply chain, ID Geneve is setting a new standard for "impact native" luxury, influencing the wider industry to reconsider its environmental responsibilities.