ID GENÈVE
SUSTAINABLE WATCH PACKAGING: ID GENÈVE AND MAGICAL MUSHROOM COMPANY® REDEFINE LUXURY
REVOLUTIONISING LUXURY WATCHMAKING
Swiss watch brand ID Genève is revolutionising the luxury watchmaking industry with its circular approach, crafting mechanical watches from 100% recycled stainless steel and using upcycled grape residue for vegetal straps.
In 2021, ID Genève set out to redefine watch packaging to align with their commitment to sustainability and the circular economy. Partnering with Magical Mushroom Company®, they developed 100% compostable packaging that prioritises functionality, luxury, and environmental impact.
This collaboration represents a breakthrough in sustainable luxury, replacing traditional watch boxes with planet-positive materials that resonate with eco-conscious consumers.
“WE WANT TO DISRUPT THE LUXURY WATCHMAKING INDUSTRY.”
THE PROBLEM
CREATING PACKAGING THAT REDUCED WASTE, WITHOUT COMPROMISING LUXURY
ID Genève identified a common issue in the watch industry: packaging is often kept unused or discarded, creating unnecessary waste.
Traditional watch boxes are typically stored under beds or in cellars, kept for hypothetical resale but rarely used.
The challenge was to create packaging that reduced waste, served a practical purpose, and aligned with ID Genève’s sustainable ethos without compromising the luxury experience.
THE SOLUTION
PREMIUM FEEL PACKAGING, THAT IS BOTH FUNCTIONAL AND SUSTAINABLE
ID Genève partnered with Magical Mushroom Company® to design compostable packaging for their watches, using mycelium combined with upcycled hemp fibres.
The packaging, grown in MMC’s environmentally controlled vertical system, forms a durable, cradle-to-cradle certified alternative to fossil fuel-based plastics.
In addition to the shipping box, ID Genève included a travel pouch, ensuring the packaging was both functional and aligned with their vision of sustainability and luxury.
THE RESULT
DISRUPTED THE WATCHMAKING INDUSTRY WITH THE FIRST COMPOSTABLE WATCH PACKAGING
ID Genève disrupted the watchmaking industry by introducing the first fully compostable watch packaging, which breaks down naturally within 40 days and enriches the soil.
This innovative packaging complements ID Genève’s circular approach to watchmaking, reinforcing their commitment to sustainability and reducing waste in the luxury industry.
The collaboration with Magical Mushroom Company® exemplifies how luxury brands can prioritise environmental responsibility without compromising quality or the consumer experience.
“At ID Genève, we share the values and vision of Magical Mushroom Company®.
With this collaboration, we want to disrupt the luxury watchmaking industry and redefine the role of packaging.”
Nicolas Freudiger, Co-Founder, ID Genève
