Geneva-based start-up ID Geneve is revolutionizing the luxury watchmaking industry with its sustainable approach. Founded in 2020, the company is dedicated to producing high-end watches using non-traditional materials and implementing a climate- and environmentally-friendly circular production model.
In an effort to create a sustainable luxury alternative, ID Geneve veers away from traditional materials like Amazonian wood and instead opts for eco-friendly options. Their commitment to sustainability is reflected in their choice of compostable packaging made from algae. Additionally, ID Geneve incorporates recycled stainless steel and unsold watches from larger brands in their production process.
Looking beyond conventional sources, ID Geneve collaborates with innovative companies to source unique materials. For instance, they partner with an Italian firm that uses grape marc, the residue left after pressing, and a British start-up that produces vegetal leather from waste found in London parks.
Taking their commitment to sustainability a step further, ID Geneve is exploring the use of renewable energy sources. The company is currently developing plans for a solar oven in the Swiss town of La Chaux-de-Fonds. This move towards clean energy aligns with their goal of minimizing their environmental impact.
In their quest for sustainable materials, ID Geneve has also partnered with CompPair, a start-up specializing in healable composite technology. Through this collaboration, ID Geneve is able to utilize recycled carbon fibers from wind turbine production scraps for their watch dials. These dials can be easily repaired using a heat gun, reducing the need for harmful chemicals and minimizing waste.
ID Geneve’s efforts towards sustainability have not gone unnoticed in the Swiss watchmaking industry. In fact, the company has gained attention and even secured an investment from renowned US actor Leonardo DiCaprio. Their watches, priced between 3,600 and 5,000 Swiss francs ($4,200-$5,800), have resonated with executives and engineers who prioritize environmentally-friendly materials.
Market analysts believe that ID Geneve has tapped into a growing demand for sustainable luxury products. Consumers are increasingly seeking ethically-sourced items, and the company’s innovative approach aligns perfectly with this shift in consumer behavior.
While larger luxury brands may adopt similar sustainability practices in the future, ID Geneve has carved out a unique position for itself. The company is focused on expanding its production capacity and aims to manufacture 1,000 watches this year. By combining innovative materials, renewable energy sources, and a circular production approach, ID Geneve is at the forefront of making luxury watches that are both visually appealing and sustainable.
Useful links:
1) ID Geneve Official Website
2) CompPair Official Website
