Circular S Sun Dial Circular S Sun Dial

Watches of Switzerland Partners with ID Genève, the circular economy's first watch brand

Watches of Switzerland Group are proud to announce a new partnership with the most eco-innovative Swiss watch brand, ID Genève. ID Genève is the first watch brand to be founded on the principles of the circular economy. This new partnership expands the leading watch & jewellery retailer’s offering with elegant timepieces that reflect the values and principles of a genuinely sustainable watch brand. Mindful of climate change and the finite nature of our planet’s resources, ID Genève’s circular model is based on eliminating waste and pollution, circulating products and materials, and regenerating nature – and driven by design. ID Genève watches will be available from the 8th March 2023 in selected Watches of Switzerland showrooms in the UK, soon thereafter in the US as well as on the Watches of Switzerland e-commerce platform.

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ID Genève aim to positively influence the watchmaking industry by introducing the first truly eco-innovative watch. Watches of Switzerland Group is ID Genève‘s first retail partner, and the two companies are united in the shared desire to prove that watchmaking excellence and greater sustainability are not mutually exclusive.

ID Genève have built up an innovative eco-system around the watch. All the materials used are circular and have a lower carbon footprint than the industry average. The design of the watch is modular, timeless and evolutive to extend the life cycle to the maximum. ID Genève offer an avant-garde vision of Swiss Made watchmaking, an approach where sustainability, transparency and innovation are at the heart of ID Genève’s DNA and their manufacturing processes.  ID Genève will be launching the following watch collections in Watches of Switzerland showrooms: Circular S, Circular 1 Minerals and Circular 1.

In the fight against climate change ID Genève are already partnering with three eco-innovative British start-ups for the manufacturing of its watches and their packaging: the Magical Mushroom Company supplies the first packaging to be made of mycelium; Biophilica manufactures the first watch strap to be industrially compostable at the end of its lifecycle; and last but not least, Notpla provides the first packaging to be made of seaweed that is fully soluble in water and can be used as a plant fertilizer.

"The addition of ID Genève into our product range demonstrates our commitment to promoting circular design and innovation, from an industry already celebrated for creating exquisitely crafted timepieces to be treasured forever"

Brian Duffy, CEO of the Watches of Switzerland Group

"It’s a privilege working with Watches of Switzerland in a partnership born from our shared values. Retailers are an essential part of our eco-system and we are delighted are glad to start building the ID Genève brand together!"

Nicolas Freudiger, co-founder and CEO of ID Genève

"It’s fantastic to be introducing exciting new brands, such as ID – a watch manufacturer with a production chain based entirely on sustainable development and the integration of materials with a lower carbon footprint"

Kesah Trowell, Head of Sustainability and ESG at Watches of Switzerland