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Leonardo DiCaprio to invest in watchmaking to encourage sustainable practices

ID Genève, a Swiss circular economy pioneer and the first impact native luxury watch brand, is proud to announce the successful completion of a CHF 2 million seed funding round with the participation of actor and environmental advocate Leonardo DiCaprio and several Swiss family offices.
Founded in December 2020, ID Genève has already gained wide acclaim for its commitment to designing and producing high-end mechanical timepieces with the greatest possible sustainability, using only recycled, reused and renewable materials as well as innovative processes, resulting in a significantly lower carbon footprint than the industry average. The company’s recent B Corporation certification testifies to high standards of verified social and environmental performance, transparency and accountability.
This seed round follows the success of ID Genève’s inaugural Circular 1 watch collection launched in 2021, which was sold out within weeks. Their latest watch collection, Circular S, is made from 100% recycled steel which has been remelted in a solar furnace, reducing its carbon footprint by a factor of 165. The watch straps, crafted from vegetal sources and 100% compostable, echo the brand’s commitment to minimizing waste and maximizing reuse. The same is true of the packaging solutions ID Geneve uses, which are derived from mycelium and seaweed.

Leonardo DiCaprio‘s investment in ID Genève exemplifies his commitment to fostering positive environmental change and supporting businesses that align with his values. “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.

“We have always been interested in working with a global environmental advocate like Leonardo DiCaprio, and we’re thrilled this partnership has come to fruition. Our hope is that this synergy will not only give us a louder voice in championing sustainable practices but also inspire and challenge our peers in the luxury sector and beyond to prioritize environmental practices.” said Nicolas Freudiger, co-founder & CEO of ID Genève.

From left to right : Cédric Mulhauser (co-founder and watchmaker), Singal Depéry (co-founder and artistic director), Nicolas Freudiger (co-founder and CEO). 

Initially available in showroom locations in Switzerland as well as online, ID Genève watches are now also carried by Watches of Switzerland in the UK and US, underscoring the brand’s commitment to bringing sustainable luxury to a global audience and the growing interest by an international clientele.

ID Genève sources circular materials with a lower carbon footprint, promotes the use of recycled components, and offers watches that combine sophistication with sustainability, i.e 100% recycled steel & solar steel, refurbished mechanical movements, straps made of green waste, 100% industrially compostable materials. For instance, the innovative recycled steel used in ID Geneve’s latest Circular S collection is remelted in a solar furnace, resulting in a carbon footprint 165 times smaller than standard steel. Watch straps and packaging are similarly groundbreaking in their origin and manufacture.

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