Leonardo DiCaprio takes part in a $2 Million investment round by ID Genève’s

In just three short years, ID Genève, a Swiss microbrand, has experienced remarkable growth, capturing the attention of watch enthusiasts and the broader community alike. The company recently announced a successful seed funding round, amassing around $2 million, with participation from high-profile investors including Leonardo DiCaprio, a major supporter of the brand.

ID Genève's growth

Their commitment to sustainability surpasses the efforts of many other luxury watch brands and this may be the main reason why the brand garnered such attention leading to this investment. They have devoted themselves to ensuring that both their watch production and packaging adhere to the principles of a circular economy. More in particular, in how products are dealt with at the end of their lifecycle. The brand seeks to reintegrate all byproducts of production, including energy and waste generated at the watches' end of life, back into other sectors of the economy to derive further value.

Circular economy partners, and processes

ID Genève has partnered with Panatere SA for the collection of steel waste from various sectors, including watchmaking and medical facilities, within a 200-kilometer radius of its headquarters. This steel waste is then subjected to numerous processes, culminating in a fully solar-powered melting phase, eventually becoming the cases for their watches. Needless to say, the company takes pride in the fact that 100% of their steel is recycled. 

ID Genève further contributes to the circular economy through their watch straps, made from 80% grape skins, stalks, and seeds discarded by wineries. Furthermore, the company opts to refurbish and refinish automatic ETA 2824 movements for their watches instead of purchasing new ones.

We include a pic of the solar furnace used to make ID Genève components below.

The brand's sustainable future

All these sustainable practices caught the attention of environmental enthusiasts and aficionados in adittion to Leonardo DiCaprio.

However, DiCaprio's involvement is particularly significant given his vocal advocacy for sustainability and combating climate change, a topic he highlighted previously in his Oscar acceptance speech. His decision to invest in a nascent watch company is both surprising and exciting, and he shares his enthusiasm by stating, “I am thrilled to be an investor in ID Genève, a brand that’s driving change in the luxury industry and beyond, by consistently innovating and focusing on circular economy principles.”

The co-founder of ID Genève,  Mr. Freudiger expressed his excitement about this partnership and about this initial round of funding for seed capital, hoping it will amplify their message of sustainable practices.

ID Genève’s timepieces are available for purchase in their showrooms located in Geneva, Lausanne, and Zürich, as well as online, and through Watches of Switzerland stores in London and New York.