MUSCAT, FEB 24
The world of luxury watchmaking in Oman has taken a bold step towards sustainability with the arrival of ID Genève, a pioneering Swiss watchmaker known for its eco-conscious craftsmanship. The brand made its exclusive debut at the Mandarin Oriental Hotel in Muscat, showcasing its full collection of sustainable timepieces and appointing Rumaitha al Busaidi as its official environmental advocate in Oman.
The prestigious launch event drew an audience of high-profile guests, including senior government officials, business leaders, luxury collectors, and sustainability advocates. A panel discussion, moderated by Nadine Blaser, CEO of Roya International, featured insights from ID Genève Co-founder and CEO Nicolas Freudiger and environmental advocate Rumaitha al Busaidi. The conversation highlighted how innovation and sustainability are shaping the future of high-end watchmaking.
This milestone, facilitated by Roya International, marks the first time ID Genève’s "Circular Swiss Made" watches are available in Oman. The collaboration with Lea Jewellery at Opera Galleria reinforces the growing synergy between luxury and environmental responsibility in the region.
ID Genève has redefined Swiss horology by incorporating upcycled stainless steel, reclaimed movements, and ethically sourced materials, all while maintaining timeless aesthetics and superior craftsmanship. The brand’s approach exemplifies how sustainability and elegance can coexist without compromise.
Nadine Blaser underscored the significance of this partnership, stating, “Our collaboration with Lea Jewellery and ID Genève represents a new era for sustainable luxury in Oman. By introducing eco-conscious timepieces, we are contributing to Oman Vision 2040’s sustainability and innovation goals while reshaping the region’s luxury market.”
Echoing this sentiment, Nicolas Freudiger emphasised Oman’s unique alignment with ID Genève’s values: “With its deep-rooted tradition of craftsmanship and growing commitment to sustainability, Oman is the perfect market for ID Genève. We are honoured to introduce our watches to an audience that values both elegance and environmental responsibility.”
As ID Genève’s environmental advocate, Rumaitha al Busaidi will play a key role in promoting the brand’s sustainability vision. A respected marine scientist, climate advocate, and entrepreneur, she will engage in regional events and discussions, ensuring that ID Genève’s message resonates within Oman’s evolving luxury market.
“With luxury now transcending aesthetics to embrace purpose, ID Genève stands at the forefront of sustainable innovation. I am proud to represent a brand that aligns with my commitment to environmental advocacy,” said Rumaitha al Busaidi.
With ID Genève’s entry into Oman, the luxury industry is witnessing a transformative shift — one where sustainability and sophistication go hand in hand, setting new standards for the future of high-end timepieces in the region.
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