The brand ID Genève, a newcomer to the luxury watchmaking market, makes the promise of sustainable and eco-responsible watchmaking.
To manufacture mechanical watches 100% derived from the circular economy, i.e. without using any new resources, is the promise of three young entrepreneurs, two from Geneva and one from Lausanne, who have just launched ID Genève, their first luxury watch brand in Geneva.
Nicolas Freudiger, Singal Moesch, and Cédric Mulhauser launched their fundraising campaign at the beginning of December 2020, and in just a few hours, the goal of 150,000 Swiss francs was reached. Nicolas and Cédric are two childhood friends from Onex, and want to prove that the circular economy is possible in luxury.
“We were already talking about these watches with Cédric when we were 14, mowing the lawn at Onex,” says Nicolas Freudiger.
Cédric Mulhauser studied watchmaking at Vacheron Constantin, while Nicolas turned to the Ecole hôtelière de Lausanne https://ed-danmark.com/koeb-kamagra-... Nicolas Freudiger then worked in digital communications for an American company, before leaving his job in the summer of 2019.
The two friends meet Singal Moesch, a design specialist, and their shared passion will push them towards a dream: “A watch 100% derived from the Swiss circular economy“. Nicolas then decides to train in the circular economy in the city of Zurich.
“We would like to change the perception of recycled materials in the world of luxury, they say, by revalorizing the white gold of the Jura, that is to say, a 100% recycled and locally collected steel,” say the founders of ID Genève.
In May 2020, Nicolas, Singal and Cédric‘s project was nominated among 27 other start-ups and won the “circular economy award” in the consumer goods category.
ID Genève, under the brand new Circular Swiss-made label, is committed to circular watchmaking at all levels. The watches are made from stainless steel 4441 (top-quality steel), certified “local and traceable“, and from the waste products of watchmaking companies in the Jura. Its carbon footprint is 10 times smaller than that of new steel and allows the brand to minimize any additional extraction of raw materials.
“There are watchmaking subcontractors, who dismantle, clean, reassemble and oil the movements, adjusting them with higher precision criteria,” says Cédric Mulhauser.
All watches are guaranteed for two years, and a 3D visualization of the models is available on the brand’s website. Permanent showrooms are available in Lausanne at Le Flon and Geneva at Plainpalais.
Read also > AUDEMARS PIGUET IS HIRING, WHILE THE ENTRY-LEVEL WATCH SECTOR IS SUFFERING
Featured Photo : © Steeve Iuncker-Gomez
