In this episode, I speak with Nicolas Freudiger, Co-Founder and CEO of ID Genève—a watch brand at the forefront of a sustainability revolution in the luxury industry.

After starting his career at Coca-Cola in e-commerce and digital strategy, Nicolas realized he wanted something more meaningful. So he took a risk: leaving the comfort of a global corporation to build a startup rooted in innovation, ethics, and craftsmanship.

Alongside his childhood friend, master watchmaker Cédric Mulhauser, Nicolas launched ID Genève to challenge the status quo of Swiss watchmaking. No more legacy for legacy’s sake, just bold ideas and better materials. Their watches are made from recycled steel sourced within a 200 km radius, grape-leather straps from Italy, and even SolarSteel, forged using solar energy. And they’ve done it all while staying independent and deeply intentional.

Nicolas shares the highs and lows of building something new in a conservative industry, how they convinced sceptics to buy in, and why circularity is not just a trend, it’s the next era of luxury.

This episode is for entrepreneurs, creators, and anyone who’s ever thought: “What if I did things differently?”