he foundations laid by the young watchmaking brand ID Genève are strong environmental and social convictions, innovation serving impact reduction, collaboration across the entire value chain, and transparency. Beyond watches launched on the principles of circularity, ID Genève positions itself as an advocate of ESG themes, working to carry the message of a luxury that becomes a force for the common good — a leader in the necessary transformation of our business model to face today’s global challenges.

Founded in 2020 through crowdfunding based on values of sustainability and circularity, the brand then raised two million Swiss francs in 2023 to amplify its message and reach, welcoming into its capital the renowned actor — and confirmed environmental activist — Leonardo DiCaprio. This year it is publishing its first impact report, demonstrating the seriousness of its approach despite its youth.

And it does not stop there. ID Genève aims to be a true advocate of the ESG cause that drives its team, even enshrining it as one of the pillars of its 2025 impact report. Nicolas Freudiger, co-founder and CEO of the brand, confirms: “In today’s world, where consumers are overwhelmed with messages pushing them toward ever more unthinking consumption, it is essential to also make heard a voice that speaks of impact reduction and conscious consumption. Luxury is in a privileged position to carry this kind of message and make it desirable.”

Nicolas Freudiger

Unprecedented collaboration with the UN

On the occasion of the 10th anniversary of the United Nations Sustainable Development Goals (SDGs), ID Genève is launching during New York Climate Week — one of the world’s major events around Environmental, Social and Governance (ESG) issues — a limited edition, the United Nations Sustainable Development Goals Timepiece, in collaboration with the UN — a first in Swiss watchmaking.

Nicolas Freudiger even spoke during New York Climate Week to further amplify his message. This form of advocacy is part of the brand’s values and its circular and sustainable business model. The ID Genève SDG watches thus become symbols of a luxury driven by a broader purpose, focused on the common good. They become a true call to action for a more sustainable and equitable world, in line with the United Nations SDGs.

The new watch from ID Genève, the United Nations Sustainable Development Goals Timepiece, in collaboration with the UN.

@Daniela Tonatiuh

Maher Nasser, Assistant Secretary-General of the UN Department of Global Communications, put it clearly: “The SDGs are not just ambitions on paper, they are practical goals to safeguard people and the planet. By integrating these principles into the very design of these watches, ID Genève shows how innovation and creativity can raise awareness on these issues and inspire future action. This collaboration also demonstrates the power of partnerships and proves that, even in the world of luxury, every second counts in working toward a more sustainable and equitable world.” Nicolas Freudiger echoed his words: “We believe time is our most precious resource — and the way we design and produce our watches should reflect the urgency of the challenges we face.”

The United Nations Sustainable Development Goals (SDGs), which inspire the new model.

Limited series in SDG colors

The 17 new numbered watches will bear the characteristic colors of the SDGs, and 10% of total sales will directly support initiatives dedicated to advancing the SDGs. Each number corresponds to one of the 17 goals, thereby giving them additional visibility.

But ID Genève goes even further. The pieces will not be directly available for sale on the brand’s website. Its CEO explains: “All the technical information, as well as the philosophy behind the model, will be visible. Interested individuals will be able to contact us directly via a questionnaire. Only candidates able to demonstrate concrete commitment to sustainable development will have the opportunity to acquire a model. Numbers 5 (gender equality), 7 (affordable and clean energy) and 9 (industry, innovation, and infrastructure) have already found their wrist. We are offering them to an engaged community, through our partners in the US, the Middle East and elsewhere, who wish to proudly wear their convictions.”

Thus, Nelson Dumas, entrepreneur and serial investor in projects with strong social and/or sustainable impact, is among the first to have secured one of the 17 pieces. He explains his motivation: “The multiple facets of the SDGs are represented in this limited edition by ID Genève like a rainbow of the values these goals support. I was able to choose number 9 because, to me, every brick in the value chain is important, just like every link in infrastructure. Our actions must take place at all levels in order to multiply our impact.”

Innovations serving circularity

ID Genève leaves nothing to chance and is in constant search of innovations to reduce its impacts. Hemp straps, made from plant waste or grape marc — everything is considered to reduce carbon emissions or the extraction of virgin materials. For this new edition, ID Genève is using CompPair’s unique technology: HealTech™. The dial, bezel, and lateral decorations of the case are made from 100% reprocessed carbon fibers.

Nicolas Freudiger explains: “This carbon composite returns to its original state after being heated for one minute at a temperature between 100 and 150°C, a process that can be repeated multiple times. Months of research have been devoted to extending the life cycle of our watches, particularly addressing the risk of scratches during wear. CompPair has pushed its technology even further for us by combining it with reprocessed fibers to reintroduce valuable recovered fibers to the market, reducing the use of natural resources and energy.”

A self-healing technology in the service of watch longevity — but not only, as noted by Amael Cohades, founder and CEO of CompPair: “This collaboration with ID Genève is a showcase for our innovative technology. What it offers for a watch, we scale up with partners such as SBB, the Swiss Federal Railways, and 3A Mobility, designing regenerative composite train parts that offer lower maintenance costs and less waste. This demonstrates the impact of regenerative design for all industries.”

Thoughtful use of innovation

But not all innovations are worth pursuing, or must, for ID Genève, serve its deep convictions. Thus, the brand chose to work with the Swiss company Infomaniak for its digital presence. Nicolas Freudiger details the reasons: “We share the same convictions as Infomaniak. Their ethical cloud allows us to be less dependent on the usual big providers and ensures our data security. Moreover, the servers’ heat energy is used to heat 50,000 homes in Geneva. We seek this conscious and circular approach in all our choices.”

Similarly, regarding artificial intelligence — which everyone hails as the panacea for all our problems, even environmental ones — ID Genève chooses a reasoned approach: “We cannot be content with productivity alone as the guiding principle. A global reflection on digital technology is needed as well. Of course, AI will develop, but we must limit its use to important matters, making it a conscious, thoughtful form of consumption.”

Resounding launch

Carrying its convictions high through its production and its models, ID Genève launched on September 25 its new limited collection at its partner Watches of Switzerland, in its Soho boutique in New York. In the presence of leaders from the world of sustainable development and the UN, watch experts, and major cultural figures, ID Genève was once again able to act as the voice of a watchmaking industry conscious of the issues and advocating for a change in business model. This new edition once again received the support of Leonardo DiCaprio, an investor in the brand since 2023, even though he was unable to attend its launch in New York.