In 2018, WWF looked at the environmental performance of the Swiss watch industry. The result was sobering as virtually no company in the sector was proactively committed to environmental concerns, and the entire industry avoided making statements about the environmental impact of its production. For four young Swiss people – all of whom had been working in the watch industry for years – this was the impetus to found a start-up and develop the first watch designed according to the principles of the circular economy. Under the label ID Watch Genève, the first of these watches have been delivered as early as summer 2021. The ID Watch, which is manufactured exclusively locally, has a case made of high-quality recycled stainless steel. It uses existing, carefully refurbished mechanical movements. The watch straps are made from a leather-like textile derived from grape marc. Cardboard made of mushroom fibre is used for packaging, which is also 100% compostable at home. The modular design allows for repair of the watch and easy replacement of individual parts.