Leonardo DiCaprio is convinced: Could this Swiss eco-watch take over the market?

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Superstar Leonardo DiCaprio (48) is investing in a small Swiss watch brand called ID Genève. Yesterday’s news resonated around the world. Whose identity?

Three young entrepreneurs from French-speaking Switzerland are behind the brand: Nicolas Freudiger (33), Cédric Mülhauser (33) and Singal Dépery (42). Blick reached Freudiger by phone in New York. There he introduced his watch brand at Impact Hub. It’s no coincidence: the brand launch in Switzerland took place on December 3, 2020 at the Impact Hub in Zurich. However, since it was still possible to organize events in Zurich at that time due to corona, it was not possible in Geneva, Freudiger jokes.

He is currently on his way to meet with the Swiss ambassador to the United States. And yes, she met Leonardo DiCaprio in person. “Leo will join us soon in Switzerland,” Freudiger tells Blick. He is not yet allowed to explain when and in what context. But he makes it clear that DiCaprio, who is now a partner of the brand thanks to his participation in the 2 million franc investment in ID Genève, may be interested in using his fame in line with ID Genève’s commercial interests.

Small production, big goals

Not bad for a company that currently has 7 employees. Freudiger says there should be 10 by the end of the year.

Production is also still modest. Initially 300 watches were produced per year, 600 this year and 1000 the next year. A unit price between 3,500 and 5,500 francs does not result in mega sales.

Investors were impressed by the idea behind the watch: “We want to change the perception of the luxury watch industry,” says Freudiger. To achieve this, ID Genève relies on the combination of luxury and circular economy. For this reason, watch models are called “Circular”. The “ID” in the name indicates a clear identity.

Recycled steel from Jura was used for the housing, which was shaped in a solar-powered furnace. ID Genève uses either pomace, which is the press residue from wine production, or plant fertilizer for the bracelet. All components come from Switzerland, which guarantees short distances. ID Genève was also certified as a “B Corp” company on October 6, 2023, after 18 months of work. This certification measures a company’s social and environmental performance.

Key sales partners

ID Genève was also a success in sales. The watches are sold by the British retailer “Watch of Switzerland”. “This means we are right in the middle of Rolex, Omega and other leading brands in shop windows throughout Great Britain and North America,” says Freudiger happily.

In Switzerland, there are so far only partnerships with a few watch stores in French-speaking Switzerland and showrooms in Geneva and Lausanne. Apart from that, people like to introduce themselves in the pop-up shops that recently opened at Europaallee in Zurich. Freudiger certainly has his sights set on German-speaking Switzerland; He speaks fluent German after working for several years at Dietlikon ZH for Coca-Cola Switzerland.

But the vision goes beyond national borders. Freudiger is introducing its watches at Dubai Watch Week in November. “Swiss made” is just as popular as sustainable watch models. That’s why the company’s slogan is “Conviction on your wrist.”

Source :Blick