ID Genève x SDG
CIRCULAR C SDG
ID Genève unveils its SDG timepiece in New York
Last night, in the vibrant heart of Soho, ID Genève wrote a new chapter in its journey. During Climate Week New York, and on the 10th anniversary of the United Nations Sustainable Development Goals (SDGs), the Geneva-based watchmaker revealed a world first: the Sustainable Development Goals (SDGs) timepiece, created in collaboration with Swiss circular-material innovator CompPair.
“The Sustainable Development Goals are not just ambitions on paper — they are a practical plan to safeguard people and the planet,” said Maher Nasser, Assistant Secretary-General, Department of Global Communications, United Nations. “By embedding the SDGs into the very design of its timepiece, ID Genève shows how innovation and creativity can drive awareness and inspire action. This collaboration illustrates the power of partnership and proves that even in the world of luxury, every second can count toward building a more sustainable and equitable future.”
“This collaboration with ID Genève perfectly showcases our HealTech™ innovation. What we demonstrate in a watch, we scale with partners like SBB Swiss Federal Railways and 3A Mobility — designing regenerative composite train parts with lower maintenance costs and reduced waste, proving the impact of healable design across industries.” said Amael Cohades, Founder and CEO of CompPair.
A launch driven by purpose
The unveiling took place at the contemporary Watches of Switzerland showroom, where collectors, institutional partners, and sustainability leaders gathered to witness the debut of this extraordinary watch. More than a piece of fine watchmaking, the SDG timepiece represents a statement of intent: bridging Swiss luxury with the pressing social and environmental challenges of our time.
United Nations representatives, including Maher Nasser, Assistant Secretary-General, reminded the audience of the universal importance of the 17 goals and emphasized the symbolism of a Swiss luxury house directly integrating them.
A design that carries meaning
The dial reinterprets the SDG color wheel: warm gradient tones coloring the minute track, combined with deep blue hour markers for timeless readability. On the caseback, each piece is engraved with a unique number from 1 to 17, echoing the 17 SDGs and ensuring every watch is a singular embodiment of a specific goal.
Only seventeen pieces will be produced, available through an application process reserved for individuals whose personal commitment reflects the ethos of the SDG their watch represents. Ten percent of the proceeds will be directly donated to projects advancing the United Nations goals.
Swiss innovation at its core
At the heart of this project lies a material innovation by CompPair. Their patented HealTech™ regenerative carbon is able to “self-heal” from damage, lengthening product lifespans and reducing waste. This forward-looking approach reflects the broader vision of a circular economy across industries — from luxury watchmaking to mobility and transportation.
“We believe time is our most precious resource. The way we design and craft watches must reflect the urgency of the challenges we face,” said Nicolas Freudiger, Co-founder and CEO of ID Genève.
Luxury as commitment
The New York launch marks a milestone for ID Genève: the first Swiss watchmaker to formally embed the United Nations global sustainability agenda into its design. More than symbolic, this achievement represents a tangible watchmaking commitment worn on the wrist of just seventeen carefully selected owners.
With this timepiece, ID Genève proves that every second can count — not only in craftsmanship and precision, but in shaping a more sustainable world.
