In Conversation With: Nicolas Freudiger & Cedric Mulhauser, Co-Founders at ID Geneve On Sustainability & More

Born from a circular economy ethos and sustainability in its DNA, ID Genève is a trailblazing Swiss watchmaker dedicated to driving positive ecological impact. They hold themselves to stringent standards of social and environmental responsibility, transparency, and accountability.

We caught up with Co-Founders Nicolas Freudiger & Cedric Mulhauser, Co-Founders at ID Geneve On Sustainability and more. 

THM: Can you shed light on how Leonardo DiCaprio’s investment in ID Geneve has been a game changer for the brand? 

Nicolas: Our organic growth has been intentional from the start. We planned for fundraising early on, dreaming of one day collaborating with an icon like Leonardo DiCaprio. And now, that dream has come to fruition. This partnership allows us to accelerate an important message across the luxury industry and beyond: sustainability must be a priority.

Luxury is not an essential need in this world. Thus, we believe the luxury industry has a responsibility to lead the way in adopting sustainable, circular solutions. By demonstrating that even exclusive, high-end goods can be made ethically and eco-consciously, we can influence other industries to improve as well.

If watchmaking, our industry, pursues greener solutions, it would show that achieving sustainability is possible without sacrificing quality. And with our elevated status, people listen when we set an example. Widescale adoption of the solutions we implement here could make a tremendous positive impact. This mindset drives our mission as we redefine Swiss excellence. Swiss-made has always meant unmatched quality. Looking ahead, we want it to signify innovation in sustainability as well. We aim to prove that luxury can do good for the planet without compromising on craftsmanship or beauty.

THM: Sustainability is at the core of ID Geneve. A lot of brands are driving towards sustainability in the watch industry because everyone's becoming really conscious about the materials they use, and what’s incorporated in the watch. But can you tell us a little bit about how you incorporate sustainability into your product? 

Cedric: ID Geneve represents more than just an interesting product - it's an entirely new brand and startup we founded from scratch just three years ago. Being a blank slate startup allowed us the flexibility to build out an ecosystem centered on the principles of a circular economy from the ground up. We spent two years conducting research to map out plans for a closed-loop production model grounded in sustainability.

Now, every move we make ties back to that central goal of minimizing environmental impact across our operations. It's not just about tracking carbon footprints in isolation. Sustainability considerations are woven into the very heart of this project, informing each decision from start to finish.

From supply chain logistics to manufacturing processes to packaging and distribution - our closed-loop, low-waste mindset guides each step. Though complex, this integrated approach enables outsized impact by reimagining our environmental footprint at a systemic level.

We built ID Geneve to demonstrate what forward-thinking, principle-driven innovation can look like across the luxury industry when sustainability is the driving priority. This ethos shapes the brand's present and future.

THM: Are you finding it challenging to position the brand since it's relatively new and there are a lot of brands that have been there in the industry who are also advocating sustainable practices? 

Nicolas: ID Geneve represents more than just an interesting product - it's an entirely new brand and startup we founded from scratch just three years ago. Being a blank slate startup allowed us the flexibility to build out an ecosystem centered on the principles of a circular economy from the ground up. We spent two years conducting research to map out plans for a closed-loop production model grounded in sustainability.

Now, every move we make ties back to that central goal of minimizing environmental impact across our operations. It's not just about tracking carbon footprints in isolation. Sustainability considerations are woven into the very heart of this project, informing each decision from start to finish. From supply chain logistics to manufacturing processes to packaging and distribution - our closed-loop, low-waste mindset guides each step. Though complex, this integrated approach enables outsized impact by reimagining our environmental footprint at a systemic level. We built ID Geneve to demonstrate what forward-thinking, principle-driven innovation can look like across the luxury industry when sustainability is the driving priority. This ethos shapes the brand's present and future.

THM: With the sustainability aspect and beyond , what is your outlook on the luxury watch industry?

Nicolas: As a nascent brand in a long-standing industry, we have a unique vantage point from which to observe and contribute to luxury watchmaking trends. While legacy brands paved the way, ID Geneve offers a fresh perspective. We built the company from the ground up to align with circular economy principles. So we constantly evaluate new, sustainable technologies and processes to integrate. Public opinion guides the demand for ethical luxury. As climate awareness spreads, incorporating things like recycled materials will enable the industry to meet evolving consumer values around eco-consciousness. We aim to spark this change through leading by example and showing what’s possible. Communication and connectivity with audiences is hugely important to shift mindsets on issues like recycling and drive collective change. If we transform how customers think about sustainability, brands will follow suit to meet that demand. Progress from large, established players may seem slower due to vast production systems and product lines to overhaul. Still, many houses have made strides, partly nudged by shifting social tides.

We respect the long heritage of Swiss watchmaking while bringing something new to the table. We see ourselves as the next generation of this storied industry, building on traditions of incredible craftsmanship. Just with a modern perspective - pursuing sustainable innovation without sacrificing the Swiss-made caliber synonymous with the highest quality. The economy transforms in line with what people value. As pioneers in sustainable luxury, we hope to both respond to and influence the public discourse around issues like environmental standards. If ID Geneve succeeds commercially while upholding ethical processes, it proves a strong business case for merging luxury with sustainability.

THM: What is your opinion about India? And do you see India as a market for ID Geneve? 

Cedric: As we strategically scale our business, India represents a particularly compelling growth opportunity. With one of the world's largest and fastest-growing consumer bases, establishing a presence there would significantly further our vision of driving tangible environmental impact through sustainable luxury. We aim to selectively develop markets where we can build influence.

2023 sees us focused on consolidating footholds in crucial regions like the UK and US while advancing discussions with major retail partners in strategic strongholds like Dubai. Launching successfully in India is the next milestone on the horizon. The sheer size of that complex, dynamic market makes it integral for elevating our global brand visibility. Success there would showcase how even discerning Indian luxury consumers embrace sustainability without compromising on aesthetics.

News of Leonardo DiCaprio’s investment generated immense excitement, validating our proof of concept. Having such a renowned environmental champion back our mission underscores its merit and gravitas. However, our product and ethos speak for themselves - breaking new ground in melding luxury craftsmanship with ecological conscience. The organic buzz and intrigue we’ve sparked within the industry affirm we’re onto something different and compelling.

As trailblazers within sustainable luxury, this attention feels affirming if a bit surreal given our nascent stage. But interest from tastemakers like Leo also creates a multiplier effect, amplifying what we aim to achieve. His investment doesn’t change our vision - but does help broadcast our message much wider. That expanded reach can drive the systemic change this industry so desperately needs. We appreciate the vote of confidence while staying grounded in the same purpose that set us in motion from the start.

THM: when it comes to collections, are you going to do a limited number of productions, or is there something that's going to be a mass production? 

Nicolas: We utilize limited "lab editions" to test and refine all new product developments, from materials to concepts. These small-batch pilot releases allow us to experiment, garner feedback, and determine market viability before committing to full production.

Our recent solar steel model exemplifies this approach. We sourced the steel from an experimental solar-powered furnace, where it was smelted using only sunlight. While not yet industrialized, this proof of concept will pave the way for scaled solar steel production in Switzerland next year. We brought the innovative material to market in a 300-unit lab edition to validate the concept.

Similarly, our ultra-limited carbon series debuted last week, selling out almost instantly. As we build up waitlists for subsequent carbon models, these lab editions provide real-time data on how novel sustainable materials perform. Successful experiments can then scale to drive industry-level adoption. Pushing boundaries with lab editions gives us crucial insight - while also demonstrating viability to incentivize wider integration of green solutions. We aim for an eventual multiplier effect where these materials and processes become standardized, rather than proprietary.

The goal is not just first-mover advantage to enhance our own sustainability credentials. It's to confirm recyclable, eco-conscious alternatives as commercially feasible across watchmaking. So we negotiate short-term exclusivity periods on new material tech, before openly sharing progress to let others reproduce our successes. This commitment to eventually licensing our IP freely reflects a mission beyond self-interest. We want to catalyze system-wide transformation, not just make incremental gains as a brand. By cooperating to make sustainability the new norm, collective progress will far eclipse any singular impact. Lab editions help lead by example in that shift.

These founder’s are on a mission to change the watch industry and they will.