Leonardo DiCaprio has invested $2m in ID Geneve, a new and environmentally-conscious Swiss watch brand.
The Hollywood actor, who starred in the 2006 movie Blood Diamond, has previously provided financial backing for Diamond Foundry, the US lab grown company.
ID Geneve is Switzerland’s first luxury watchmaker to be awarded B Corp Certification based on its entire social and environmental impact.
DiCaprio told the Financial Times he was investing because ID Geneve was “disrupting the luxury watch industry” and “championing ethically sourced and recycled materials and low-carbon footprint processes in a circular economy”.
The company was founded in 2020 by three friends, CEO Nicolas Freudiger, COO Cederic Mulhauser, and designer Singal Depery, to reflect their concern about climate change and social environmental impact.
It makes its watch cases from steel recycled in a solar-powered furnace and the straps are plant-based and compostable.
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