NY Times meets ID for the 1st time
a transatlantic glance at Swiss watchmaking and a beautiful chronicle of our adventure.
Many thanks to Victoria Govelsky for her wonderful article published on November 2nd in the NY Times.
Some selected pieces below
Excerpt about Swiss watchmaking industry:
“Swiss watchmakers are fanatical about tradition — so much so that even brands that pride themselves on avant-garde aesthetics continue to use precious materials and time-honored techniques to make watches with a deep connection to Switzerland’s centuries-old horological history.
ID Genève is not one of them.”
Excerpt from the article on our 100% recycled steel:
“It’s about challenging the precious metal industry,” Mr. Freudiger said. “If we value our waste, this is how we will create a more circular economy.”
Extract from the article about our straps:
“By the end of this year, ID expects to introduce a line of compostable plant-based straps made by the London start-up Biophilica. Mira Nameth, Biophilica’s founder, said she hadn’t considered working with watches until Mr. Depéry contacted her last year on Instagram.
“At that point, we were thinking about the leather goods market: shoes, wallets, bags, belts,” Ms. Nameth said. “But when they got in touch with us, it struck us that there probably aren’t that many sustainable options in the watch strap market.”
Excerpt from the article about our future ambassadors:
“All the momentum behind their concept has inspired Mr. Freudiger to start thinking about brand ambassadors. “My big dream is to have Leo DiCaprio within three years’ time,” he said. “We recognize him as a real leader in terms of climate change. So if he’s reading this article, that’s perfect.”
