In the world of luxury watchmaking, where tradition often takes precedence, ID Genève is carving a bold new path. Founded by three friends united by their passion for horology and sustainability, this innovative brand is redefining what it means to create timeless timepieces. Their recently released Impact Journey report outlines a vision that harmonizes Swiss craftsmanship with environmental responsibility, proving that luxury and sustainability can go hand in hand.
A New Generation of Watchmakers
ID Genève describes itself as “heirs to tradition but innovators by ambition.” The brand’s philosophy centers on creating watches that do more than tell time—they tell stories of respect for the planet and its people. As an impact-native company, ID Genève focuses on tangible solutions, investing heavily in research, partnerships, and material innovation.
The brand openly acknowledges the challenges of building a sustainable supply chain from the ground up but emphasizes transparency as a core value. By sharing both successes and setbacks, ID Genève aims to inspire collective action across the industry. “We’re more than a brand; we’re a movement,” the report declares, inviting customers, peers, and visionaries to join them in shaping a more responsible future for watchmaking.
Circularity: The Heart of Innovation
Central to ID Genève’s approach is the principle of circularity. While luxury watches are inherently durable, the brand pushes this concept further through innovative design and material choices. Their watches incorporate 75% secondary or renewable materials in their components and an impressive 96% in their straps. These materials include reprocessed steel and plant-based alternatives, reducing reliance on virgin resources.
The Circular S model exemplifies this commitment. By using solar-melted steel and pre-owned movements, the watch achieves a 54% reduction in carbon emissions compared to traditional stainless steel models. The brand’s packaging also reflects this ethos, with compostable solutions developed in collaboration with mycology experts using mushrooms and agricultural waste.
One of ID Genève’s most striking decisions is its complete avoidance of gold. The brand cites systemic issues in gold mining—from human rights violations to severe environmental damage.
Collaborative Progress
ID Genève operates on the belief that systemic change requires collective effort. The brand reinvests 50% of its revenue into partnerships, fostering what it calls “collective intelligence.” These collaborations span industries and disciplines, reflecting a commitment to innovation beyond traditional boundaries.
Notable alliances include B Lab Switzerland, which awarded ID Genève its prestigious B Corp certification, making it the only Swiss watchmaker to achieve this recognition. The brand also partners with JEM Jewellery Ethically Minded to redefine ethical sourcing in luxury and participates in the WE Watchmaking Ecodesign Consortium, which develops sustainability benchmarks for the Swiss watch industry.
By working with academics, startups, and even critics, ID Genève seeks to drive meaningful change across the luxury sector.
Transparency and Accountability
Transparency is a cornerstone of ID Genève’s operations. The brand meticulously maps its supply chain, listing 100% of its suppliers on its website, with 90% of them sharing environmental data. This openness extends to carbon reporting, where the brand partners with Climate Point to provide real-time tracking of emissions.
Internally, ID Genève fosters a workplace culture rooted in ethics and inclusivity. Flexible work models, diversity initiatives, and fair wages reflect their “people-first” philosophy. While challenges such as tracing materials to their origins remain, the brand is committed to continuous improvement. By 2026, ID Genève aims to achieve full traceability for all materials down to their second-tier suppliers.
Advocacy for Systemic Change
ID Genève’s influence extends beyond its products. The brand actively engages in advocacy, working with policymakers, joining multi-stakeholder initiatives, and using its platform to challenge outdated industry norms. “Advocacy isn’t just about institutions; it’s about inspiring people,”
This commitment has garnered support from high-profile figures like Leonardo DiCaprio, who stated, “I’m thrilled to invest in ID Genève, a brand driving change through circular innovation.” Such endorsements highlight the brand’s growing role as a leader in sustainable luxury.
Looking Ahead
ID Genève’s roadmap for the future includes expanding partnerships with sustainability innovators, enhancing supply chain traceability, and advocating for industry-wide data standards. The brand’s message is clear: the future of luxury must be rooted in responsibility.
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