Every Second Counts
Project overview
To mark the 10th anniversary of the UN Sustainable Development Goals, ID Genève became the first Swiss watchmaker to formally embed the UN global sustainability agenda into a watch. Unveiled during Climate Week NYC 2025 at Watches of Switzerland SoHo, with the United Nations joining the launch, the SDG Timepiece set out to prove that luxury can carry a global cause credibly, raising awareness of the 17 goals among collectors, sustainability leaders, institutional partners and international media. Every element tells the same story: the dial reinterprets the SDG colour wheel, each caseback is numbered from 1 to 17 to embody one goal, and the case combines CompPair’s self-healing regenerative carbon with 100% reprocessed steel. Rather than selling the 17 pieces on a first-come basis, we allocate them by application to owners whose personal commitment reflects their goal, turning each buyer into an ambassador, while 10% of proceeds go to projects advancing the SDGs. The result is a partnership with the United Nations that continues beyond the launch, international coverage from WWD, WatchPro, Time+Tide, Fratello and Tatler Asia, and a clear signal that responsible innovation belongs at the heart of Swiss watchmaking.
