ID Genève shows how luxury can be circular: recycled and repairable watches with transparent sourcing, smart packaging, and long-life service. BaselCircular builds the ecosystem around Basel so companies can adopt circular design faster through a public–private partnership. Elodie Lombard and Carole Tornay share what works, the biggest hurdles, and how to move toward 100% circular—without greenwashing.
They show
- What makes a watch truly circular: recycled materials, repairable parts, circular packaging, and after-sales care.
- Design decides most of the impact: set repairability and material choices early (~80% of resources).
- How to scale in a region: align startups, companies, and government in one ecosystem.
- Messaging that works: frame circularity as added value; collaborate with heritage brands.
- Mindset to win: keep unconventional ideas, find allies, and push for 100% circular.
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