The world of luxury watches is undergoing a transformative shift towards sustainability, and Hollywood heavyweight Leonardo DiCaprio is at the forefront of this movement. The acclaimed actor and environmental advocate recently invested in ID Genève, a Swiss watchmaker committed to pioneering circular-economy production.
Traditionally, luxury watches have been overshadowed by fine jewelry and designer accessories in the realm of sustainability. However, the tide is turning, and consumers are taking notice. Scott Meller, President of L.A.’s Feldmar Watch Co., emphasizes the changing landscape: “Sustainability in a watch adds value, there’s no question.”
ID Genève, a Geneva-based watchmaker, stands out as a beacon of commitment to sustainability. DiCaprio expressed his enthusiasm for the brand, stating, “Their dedication to circular economy principles, sustainable materials, and innovation is truly inspiring.” The watchmaker’s eco-friendly practices include using recycled steel melted in a solar furnace, vegan and compostable straps, and packaging derived from mushrooms and seaweed.
Meller highlights that watch brands typically adopt three strategies for sustainability: contributing funds to environmental causes, forming partnerships that influence design, and incorporating recycled materials. Other renowned brands, such as Breitling and Bremont, are also making strides. Breitling, for instance, promotes NATO straps crafted from ECONYL yarn, sourced from repurposed ocean waste, while Bremont supports ocean conservation with its Supermarine Ocean in “Thresher Grey.”
In August, Oris collaborated with German company Bracenet, creating a special-edition Aquis diver’s watch with dials made from discarded fishing nets. Benjamin Wenke, founder of Bracenet, emphasizes the unique and eco-friendly nature of this manufacturing process, ensuring that no two dials are alike.
Leonardo DiCaprio’s endorsement of ID Genève underscores the growing importance of sustainability in the luxury watch industry. As consumers become increasingly conscious of their environmental impact, these watches are not just timepieces; they are symbols of a commitment to a greener and more sustainable future.
