The Hollywood actor says the Swiss timepiece maker’s eco-innovative practices are an exemplar for the watch industry
Hollywood actor and environmentalist Leonardo DiCaprio will today be announced as an investor in ID Genève, Switzerland’s first luxury watch company to be awarded “B Corp” certification. DiCaprio’s investment is part of a $2mn seed round for the brand, which rose to prominence by only using recycled as well as reused parts and materials in its watches, including steel melted using the sun’s rays and watch straps made from green waste.
“They’re doing a great job and have a holistic perspective on sustainability. They also have B Corp certification, a framework that’s quite progressive.” ID Genève watches are currently available in Switzerland, the US and the UK, including in Watches of Switzerland stores, where they retail from £3,700. Freudiger said 80 per cent of the company’s sales were through its ecommerce site and he expected to end the year having sold about 600 watches.
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