Meteorologist Angie Lassman, host at the UN Climate Week summit in New York
New York / Geneva — What if buying a luxury watch required more than money? What if you had to prove your values first?
That’s exactly what Swiss watchmaker ID Genève is asking with its new “Circular C SDG”, unveiled during UN Climate Week in New York. Only 17 pieces exist—each linked to one of the United Nations’ 17 Sustainable Development Goals (SDGs)—and potential buyers must demonstrate real-world sustainability credentials in order to qualify for purchase.
It’s the first time a high-end watch brand has tied ownership not to exclusivity or wealth, but to ethics and environmental impact.
“Watches are here to spark conversations, not save the world,” said Nicolas Freudiger, ID Genève’s co-founder and CEO. “Sustainability isn’t a trend—it’s here to stay.”
The watch, a 41mm automatic model, has a case made from recycled carbon fiber using “HealTech” self-healing resin by Swiss startup CompPair—a material that repairs scratches and dents with just 60 seconds of heat. The brand will donate 10% of sales revenue to the UN.
Luxury Meets Activism—Or Marketing Genius?
The move blurs the line between sustainability and signaling. To buy the “Circular C SDG,” applicants must show alignment with one of the UN goals—ranging from gender equality to life below water. Critics argue it’s performative; supporters call it visionary.
The ID Genève Circular C SDG
“Eco innovation drives desirability,” Freudiger said, adding that ESG fatigue has made visible, tangible actions essential for credibility.
Investor Nelson Dumas, who reserved the model representing Industry, Innovation and Infrastructure, said the concept “makes sense—it’s luxury with a conscience.”
But skeptics see a marketing maneuver in green packaging. After all, ID Genève’s clientele includes Leonardo DiCaprio, and its UN affiliation inevitably boosts brand prestige.
Still, the watch’s engineering is no gimmick. CompPair CEO Amaël Cohades says his technology could save $1 billion annually by preventing material waste. His vision? To make “HealTech” as recognizable as Gore-Tex—synonymous with innovation and durability.
ID Genève co-founders, from left, Cédric Mulhauser, Singal Depéry and Nicolas Freudiger
The Bigger Question: Can Luxury Save the Planet?
For the UN, this is about awareness. “By embedding the SDGs into the design, ID Genève shows how innovation can inspire action,” said Maher Nasser, UN Assistant Secretary-General of Global Communications.
One of Swarovski’s Sustainable Development Goals rainbow pins
Luxury collaborations with the UN aren’t new—Swarovski’s SDG rainbow pins similarly combine glamour with advocacy—but this goes further, requiring personal accountability from the buyer.
It’s a fascinating paradox: in an industry built on exclusivity, ethics have become the new status symbol.
👉 Discover more in the AIDI Sustainable Guide — where innovation, craftsmanship, and conscience redefine what it means to wear luxury.