A New Watch Brand Says It’s ‘Circular Swiss Made’

ID Genève’s debut watch features refurbished movements, recycled stainless steel and compostable packaging.

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.

“That’s why we have the hashtag #zeroheritage,” Nicolas Freudiger, a brand co-founder, said. “Our watches are Swiss-made and we’re very proud of that, but we want to go a step further, to showcase the opportunities of working with a model that is 100 percent circular.”

In one sense, Swiss watchmaking has always focused on

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