The renowned American actor Leonardo Wilhelm DiCaprio has always shown strong support for the environment and sustainability. His career in the film world has always been accompanied by activism for environmental conservation through the establishment of the “Leonardo DiCaprio Foundation.”
With this non-profit organization, the American actor has dedicated himself to promoting environmental awareness, focusing on the issue of climate change, through the preservation of Earth’s biodiversity and the support of renewable energy.
Twenty-five years after the inception of his foundation, the actor has decided to engage in a uniquely and unusual sustainable partnership. DiCaprio has recently contributed to a funding round of 2 million Swiss francs for the preeminent sustainable watchmaking Maison: ID Genève.
Let’s now explore all the details of these particular watches made using recycled steel.
ID Genève and Leonardo DiCaprio
Founded in 2020 by three childhood friends, the innovative watchmaking maison ID Genève represents a watch brand with extremely low environmental impact. This is not to say that it is the only one. As we have said in our previous article, there are many other brands that started their commitment to more sustainable watchmaking. A theme that, especially nowadays, deserves great attention so that future generations may inherit a “healthy” planet. ID Genève has thus sought to play its part to make this happen, creating a watch production method that stands out from all other brands.
Thanks to the support of various investors devoted to environmental activism, including the recent participation of American actor Leonardo DiCaprio, ID Genève is now surrounded by partners aligned with its values to accomplish a clear mission: to create watches with low environmental impact.
The American actor stated that he is excited to have chosen to invest in ID Genève, a brand that, in addition to leading change in the luxury sector, is constantly innovating, focusing on the principles of the circular economy.
In response to the participation of the famous actor devoted to environmental and climate change issues, Nicolas Freudiger, co-founder and CEO of ID Genève, stated the following:
“We have always been interested in collaborating with a global environmental supporter like Leonardo DiCaprio and are thrilled that this partnership has materialized. Our hope is that this synergy not only gives us a stronger voice in supporting sustainable practices but also inspires and challenges our colleagues in the luxury sector and beyond, to prioritize environmental practices.”
During the announcement of his participation in the maison’s venture, which took place at a special press conference at the Impact Hub in New York, the actor was also photographed wearing the latest collection created by the brand.
As the successor to Circular 1, the first iconic watch ever created by ID Genève, and Circular C, the new limited edition creation represents a tribute to the sun and is therefore named Circular S. A clear inspiration for the production of the case and all the steel components of the new watch. Thanks to new supporters devoted to the cause, the maison’s step towards a carbon-neutral footprint seems increasingly close. At this point, a question may naturally arise: what makes ID Genève a maison with reduced environmental impact?
ID Genève Circular S
The answer to the question posed in the previous paragraph lies precisely in the production cycle of the new watch created by the Maison. Made in six different dial colors in a limited edition of 300 pieces each, the Circular S represents a new collection created with solar-powered molten steel, 100% recycled and recyclable, capable of reducing the carbon footprint by 165 times compared to the industry average.
Indeed, ID Genève has always been the first brand in the sector to work exclusively with 100% recycled steel thanks to collaboration with the Swiss company Panatere. The partnership with this pioneer in the responsible production of 100% recyclable recycled metals, using a solar-powered furnace for the watchmaking and medical industry, has allowed the Swiss maison to bring to the luxury market an environmentally innovative product without sacrificing the standard canons of high watchmaking.
Talking about the watch, above the dial of the new Circular S one can notice a sunray motif and a laser engraving that gives a graphic effect and a play of light typical of the solar dimension.
Above the brand logo at 12 o’clock, the symbol of circularity is also placed, further demonstrating the brand’s circular dimension within luxury watchmaking. For the creation of the 41 mm diameter case, the focal point of the brand’s sustainability, stainless steel produced 100% from local watchmaking and medical industry steel waste was used.
Once these wastes are sourced, they are remelted using an industrial solar furnace, located in the south of France in Mont Louis, which allows obtaining a carbon emission impact 165 times lower with 0.041 kg of CO2 equivalent compared to the 6.8 kg of CO2 equivalent of conventional steel.
This particular furnace, which uses large mirrors to concentrate sunlight onto a small diameter area, is capable of producing heat up to 4,000 degrees Celsius. The result is a very homogeneous, high-quality steel with a remarkable appearance after polishing.
In keeping with the rest of the watch, the new Circular S is powered by a reconditioned automatic movement from unsold stocks.
Like the recycled steel, the straps also reflect the company’s vision 100%, allowing for a choice between a vegan strap, made with wine residues consisting of skins, stalks, and grape seeds discarded during wine production, or a Treekind strap made primarily from green waste.
Final thoughts
With Leonardo DiCaprio’s active participation in the maison’s zero-emission project, a new milestone has certainly been reached for the company and beyond.
What I believe to be the most important aspect of such a “move” is the message behind the vision of this company, which has become even stronger thanks to the actor’s participation: to demonstrate that luxury can rhyme with recycling and circularity.
Following DiCaprio’s involvement in this project, I am sure that many other maisons, also driven by a common sense of improving our planet, will follow this path of low CO2 impact production, creating always stunning timepieces but with an eye towards the Earth.
As evidence of this, ID Genève is teaching us that, even through the use of recycled materials, it is possible to bring a highly qualitative and refined product capable of being appreciated by collectors around the world.
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