ID Genève – a watch brand manufactured with ‘circular design’ principles and which has won several green thinking awards – is now stocked in selected Watches of Switzerland Group stores in the UK. It marks the company’s first retailer partnership.
The ID Genève brand has been developed with ambitions of creating a watch product that has less of an impact on the planet than others. Its cases are made from 100% recycled stainless steel, its straps are made with green waste from London parks, and the brand argues that its “modular and evolutive design” makes its watches easy to repair or replace.
Its home compostable mushroom packaging and “local production with full transparency on partners and costs” also make it stand out from other watch brands.
ID Genève has partnered with three eco-innovative British start-ups for the manufacturing of its watches and packaging. The Magical Mushroom Company supplies packaging to be made of mycelium, while Biophilica manufactures the compostable strap and Notpla provides packaging made of seaweed which is fully soluble in water and can be used as a plant fertiliser.
Last year ID Genève was the only watch brand nominated in the “Going Circular Economy” category at the Design Prize Switzerland awards, and in 2020 it won the consumer goods accolade at the Circular Economy awards.
As of 2 March, the brand has been merchandised in Watches of Switzerland showrooms in the UK, and it will be sold in US stores and online in due course. The Circular S, Circular 1 Minerals, and Circular 1 models are being made available to consumers via the Watches of Switzerland tie-up.
Brian Duffy, CEO of Watches of Switzerland, said: “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.”
Nicolas Freudiger, co-founder & CEO of ID Genève, added: “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.”
Kesah Trowell, head of sustainability & ESG at Watches of Switzerland, remarked: “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.”
[Image credit ID Genève/Watches of Switzerland]
