The small ID Geneve start-up launched in 2020, vowing to make high-end watches with a climate- and environment-friendly circular production approach using non-traditional materials
A photo taken on December 4, 2023 in Geneva shows parts of a plastic-free compostable material recycled for a vegan strap in front of a picture of a Circular model watch by ID Geneve brand.
Image: Fabrice Coffrini / AFP
Vegetal leather and recycled stainless steel melted in a solar oven are among the materials a Geneva watch brand is using in its quest to make sustainable luxury timepieces.
The small ID Geneve start-up launched in 2020, vowing to make high-end watches with a climate- and environmentally-friendly circular production approach using non-traditional materials.
"It is out of the question to use boxes made of Amazonian wood that will be left to gather dust in a closet," Nicolas Freudiger, the company's 35-year-old co-founder, told AFP.