Swiss Watchmaker ID Genève Unveils Limited-Edition Timepiece to Promote Sustainable Development Goals
PARIS – As the world grapples with the urgent need for climate action, Swiss watchmaker ID Genève is stepping into the spotlight during Climate Week in New York City. The company is set to unveil a limited-edition timepiece, the Circular C SDG, in collaboration with the United Nations‘ Sustainable Development Goals (SDGs). This initiative marks a significant milestone, as it is the first time a watch brand has aligned itself with the U.N. to support these global objectives.
A Decade of Sustainable Development Goals
The unveiling coincides with the 10-year anniversary of the SDGs, a set of 17 goals established in 2015 to address pressing global challenges such as poverty, inequality, and climate change. Maher Nasser, assistant secretary-general of the U.N. Department of Global Communications, emphasized the importance of these goals, stating, “The Sustainable Development Goals are not just ambitions on paper – they are a practical plan to safeguard people and the planet.”
Nasser further noted that ID Genève’s innovative approach to integrating the SDGs into the design of its timepiece exemplifies how creativity can inspire action. “This collaboration illustrates the power of partnership and proves that even in the world of luxury, every second can count toward building a more sustainable and equitable future,” he added.
The Circular C SDG: A Symbol of Change
The Circular C SDG is a 41-mm limited edition watch that features indices reflecting the vibrant color wheel of the SDGs. The design is not merely aesthetic; it serves as a visual reminder of the pressing need for sustainable practices. The watch’s sapphire glass back also showcases this commitment, reinforcing the message that luxury can coexist with responsibility.
Nicolas Freudiger, co-founder and CEO of ID Genève, expressed his vision for the timepiece, stating, “We’re four years old, but from the start, we do things differently. I’ve always admired how the private sector can actually lead the transition.” He emphasized that the watch aims to raise awareness about the SDGs and highlight the “climate heroes” and solutions that can help save the planet.
Innovative Materials for a Sustainable Future
One of the standout features of the Circular C SDG is its commitment to sustainability through the materials used in its construction. The watch is crafted from 100% reprocessed stainless steel and incorporates regenerative carbon, a groundbreaking material developed by Swiss innovation specialist CompPair Technologies Ltd. This circular material can self-heal when heated to 100 degrees Celsius for just one minute, showcasing the potential for innovative solutions in the luxury sector.
Freudiger also revealed that only 17 pieces of the watch will be made available, one for each of the SDGs. Interested buyers must apply for the opportunity to purchase a watch, with successful applicants demonstrating their commitment to a specific goal. “We don’t like policing people, but we want to open the conversation with our community,” Freudiger explained. “We’re about ‘wearing your conviction on your wrist’ so we want to have a discussion, make sure we’re aligned, and understand what you’re doing.”
Building a Community Around Sustainability
The initiative aims to foster a community of like-minded individuals who are committed to making a difference. Freudiger emphasized that the goal is not to find the “perfect person” to own the limited-edition watch but rather to inspire millions to improve their practices. “What we’re looking at is millions of people getting better,” he stated, highlighting the collective effort required to achieve a sustainable future.
The Circular C SDG will be showcased at Watches of Switzerland’s SoHo boutique in New York, with a retail price of $10,500, excluding taxes. This price point reflects the luxury market’s growing interest in sustainability, as consumers increasingly seek products that align with their values.
A Commitment to Zero Impact
ID Genève was launched in late 2020 through crowdfunding, with an average price of 4,500 Swiss francs for its timepieces. The company has been on a mission to achieve zero impact in its products and operations. Its innovative practices include using solar steel, straps made from wine residue or tree waste from London parks, and seaweed packaging that dissolves in water within hours.
In recognition of its commitment to sustainability, ID Genève was awarded B Corp status in October 2023. The company also successfully raised a $2 million seed round, with notable investors including actor and environmental activist Leonardo DiCaprio.
Conclusion
ID Genève’s collaboration with the United Nations to promote the Sustainable Development Goals through the Circular C SDG watch represents a significant step in the luxury sector’s journey toward sustainability. By integrating innovative materials and fostering community engagement, the watchmaker is not only creating a unique timepiece but also inspiring a broader conversation about the role of luxury brands in addressing global challenges. As the world continues to face pressing environmental issues, initiatives like this remind us that every second counts in the pursuit of a more sustainable future.
