D Genève is a young brand whose distinctive view of watchmaking and luxury is grounded in the circular economy. The brand channels values of environmental and social awareness into watches that mirror its commitment to transparency, traceability and environmental best practice.

Since its launch in December 2020, it has been gaining visibility, whether through its partnership with Watches of Switzerland, the largest watch retailer in Europe and the US, or for Leonardo DiCaprio’s investment in the brand.

As the Middle East’s largest luxury watch retailer, Ahmed Seddiqi & Sons represents more than 80 brands at its fifty-plus locations across the UAE. So how did a relatively small and young (not yet five years old) label come to sign a deal with the region’s premier retail network?

Nicolas Freudiger presenting the new collection at the launch party of the collaboration with Ahmed Seddiqi & sons.

Mohammed Abdulmagied Seddiqi answers with his usual graciousness: “At Ahmed Seddiqi & Sons, we admire ID Genève’s vision and commitment towards environmental responsibility, the uniqueness of the brand and what it has to offer. In the UAE, the nation is focused on driving key ESG [Environmental, Social and Governance] initiatives and we are proud to contribute through this partnership in the horology industry. Additionally, our customers are always keen to explore new brands and we remain dedicated to facilitating this in the region for all audiences.”

The latest collection from ID Genève, Elements, inspired from nature’s elements. Presented is the Fifth Element model limited edition of 50 pieces.

Nicolas Freudiger acknowledges the role that value alignment has played: “Securing a partnership with Ahmed Seddiqi & Sons, a leading retailer in the region, is a significant achievement that required us to demonstrate shared values and mutual benefits. Their expertise in the luxury market makes them the right partner to help us reach a broader audience.”

Engaging younger generations

ESG criteria have emerged as an important driver of purchasing decisions among younger generations. Is the partnership between Ahmed Seddiqi & Sons and ID Genève a sign that the same shift in behaviour is taking place in the UAE?

Nicolas Freudiger introducing ID Genève to guests at the launch party in Dubai.

ID Genève believes concern for ESG factors is global, as its CEO and co-founder explains: “At ID Genève, we’re thrilled that our message is gaining momentum. Collaborating with Watches of Switzerland in the UK and the US, welcoming Leonardo DiCaprio as an investor and environmental advocate, and now partnering with Ahmed Seddiqi & Sons in the Middle East all reflect our commitment to global impact. We’ve been warmly received in the Middle East, a region known for its appreciation of luxury goods, and our focus on sustainability aligns with younger generations’ values.”

Mohammed Abdulmagied Seddiqi concurs that “we are certainly witnessing a growing interest in more sustainable products, particularly among the younger generations” while emphasising the partnership’s innovative nature: “This is still new in the market and ID Gèneve is the first fully circular brand in our portfolio. Our customers are more informed and conscious of their purchasing decisions. It is our role to equip them with a portfolio that caters to their various interests as we continue to drive education on this subject.”

Expectations

What do the two partners expect from this collaboration? The focus for Ahmed Seddiqi & Sons is “to offer customers a diverse range of products that align with a shared commitment to innovation and experiences around horology in the region.”

As Mohammed Abdulmagied Seddiqi notes, “We look forward to continuing our collaboration with ID Genève and inspiring audiences in the region by highlighting the story behind the brand and its offering.” Meanwhile, ID Genève is confident that the partnership will help the brand to “establish a strong presence in the Middle East and expand globally.”

Wrist shot of the Elements Air at the launch party in Dubai.

Nicolas Freudiger emphasises the brand’s comprehensive strategy: “We are focused on engaging both traditional collectors and younger audiences as we continue our journey, positioning ID Genève as a pioneer in the luxury watch industry.”

Ahmed Seddiqi & Sons and ID Genève each has a strong vision of what a watch represents. Doubtless this partnership will be another step forward in carrying out that vision.