s Nicolas Freudiger and Iris Van der Veken both state, “Real impact and real change can only be achieved through collective and meaningful action.”

The young CEO explains: “ID Genève was built on circular design and regenerative materials, but systemic change in luxury cannot happen alone. WJI 2030 allows us to align with industry climate targets, share best practices and accelerate measurable progress progress through practical tools and frameworks. It strengthens both our credibility and our execution.”

Although WJI 2030 includes major companies such as Kering, Cartier, Chanel, Prada, Pomellato, Boucheron and Gucci, Iris Van der Veken emphasises that SMEs are equally essential: “Engaging SMEs is a priority for WJI 2030, as they represent the backbone of our ecosystem to deliver trust and integrity to our consumers. True systemic change requires alignment across the entire value chain. Large companies can catalyse progress, set ambition and demonstrate leadership, but SMEs translate that ambition into operational reality. Without their active participation, key topics including climate action, water stewardship, nature, living wage, gender equality and human rights cannot be fully implemented or scaled.”

Essential tools

WJI 2030 provides a range of practical tools to address critical issues such as due diligence, gender equality, water stewardship, emissions reduction and biodiversity impact, among others. This is one of the reasons ID Genève decided to join, as Nicolas Freudiger explains: “The Initiative provides structured frameworks for climate action and supply-chain accountability. We already operate with life-cycle thinking and traceability, but these tools help us benchmark our performance, refine our Scope 3 measurement and stay aligned with evolving regulatory expectations.”

Iris Van der Veken acknowledges the genuine sustainability approach of the young brand: “ID Genève has a forward-thinking and collaborative mindset that feels necessary for the future of luxury. I also appreciate that their mission is purpose-driven. It’s clear that sustainability is not treated as a trend, but as a long-term responsibility. That genuine alignment between values, innovation and craftsmanship makes their approach particularly inspiring.”

Iris Van der Veken, Executive Director and Secretary General of Watch & Jewellery Initiative 2030 (WJI 2030), and Nicolas Freudiger, Founder and CEO of ID Genève.

Aligning certification and systemic change

ID Genève is the only B Corp-certified watch brand, reflecting its internal commitment to developing a more sustainable business model and setting high standards for itself. However, the brand aims to go further in its impact journey, as advocacy remains one of its key pillars.

The dedicated CEO confirms: “We are currently working hard on our recertification under the new standards. WJI 2030 is about industry transformation through actioning the three interconnected pillars and strong multi-stakeholder engagement. B Corp ensures that we act responsibly as a company; WJI 2030 ensures that we contribute to the systemic progress of the industry as a whole, in line with evolving regulations and consumer expectations. This is fully aligned with our mission.”

ID Genève joining WJI 2030 sends a strong signal to the industry. First, that transforming the luxury sector requires deep collaboration and collective action across the entire value chain. Second, that the future of luxury is about protecting craftsmanship, inspiring consumers and shaping responsible supply chains with measurable positive impact on people and the planet. Third, it carries a clear sense of advocacy: the time for greenwashing is over, and it is time to speak up and stand for what truly matters - transforming the luxury industry into a resilient business capable of generating positive impact.

This news also sends a clear message to the public: purpose must drive both production and consumption if we want to pass on a sustainable world to future generations.