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Key takeaways
• ID Genève launched the “”IS-IT-CHOCO-TOO-LATE?”” limited-edition watch, a chocolate-inspired timepiece created in collaboration with artisanal ice cream house Paleta Loca and Climate Basecamp.
• The partnership supports the “”Save The Flavors”” campaign to raise climate change awareness, with 10% of proceeds donated to Climate Basecamp’s environmental initiatives.
• The campaign features an interactive giveaway where participants can win one of 10 limited-edition watches by scanning QR codes found on Paleta Loca ice cream products.
(GENEVA) – At Villa Sarasin, just steps from Palexpo, ID Genève unveils a limited chocolate-inspired timepiece in collaboration with the cult ice cream house Paleta Loca. This launch feels less like an event and more like a memory returning.
Visitors will be welcomed by an ice-cream truck, a live DJ set, and complimentary chocolate ice cream, reminding them of the good old days.
Environmental advocate and actor Rainn Wilson,one of the co-founders of Climate Basecamp, will support ID Genève Watches in one of the most unexpected launches of the watch week.
The “IS-IT-CHOCO-TOO-LATE?” LIMITED EDITION WATCH
Inside the Villa, a surprise is waiting. ID Genève presents its new chocolate-toned watch, translating the depth and richness of cocoa into a material language of Swiss precision. What normally melts is reimagined as something designed to last.
The dial is worked using a hammering technique that creates subtle melting effects across its surface: an organic texture evoking chocolate slowly softening under heat, a quiet indicator of the passing of time. Light shifts across the dial as if moving through liquid metal.
The scientific layer is developed with Climate Basecamp, linking cocoa, materials, and climate systems beneath the surface. 10% of the proceeds raised will support Climate Basecamp’s initiatives, reinforcing the long-term impact behind the experience. This launch, however, is not about statements. It is about feeling. It is about warmth in a world that often feels mechanical.
Professor Gail Whiteman, co-founder of Climate Basecamp & confessed chocoholic, said, “The ‘Save The Flavors’ campaign is a powerful reminder that the foods we love—and often take for granted—depend on stable climates, healthy ecosystems, and resilient communities. Protecting biodiversity and reducing climate risk isn’t just about safeguarding nature; it’s about preserving the cultural tastes, traditions, and livelihoods that define who we are. I’m proud to support the ‘Is it Choco-too-late?’ activation in Switzerland for its creative and collaborative approach in mobilizing science, business, and the public to act on climate change before our cherished flavors disappear.”
HOW TO WIN THE WATCH
Each ice cream presented during the campaign throughout the year includes a discreet QR code integrated into the experience. By scanning the QR code, guests can enter the draw to win 1 of the 10 limited-edition chocolate watches. The mechanism is simple and immediate: taste, scan, participate.
ABOUT ID GENÈVE
ID Genève is a Swiss watchmaker redefining luxury through circular innovation. Founded in Geneva, the brand creates Swiss-made mechanical watches using 100% reprocessed steel, low-impact materials, and transparent local production. Supported by impact-driven investors including Leonardo DiCaprio, ID Genève positions sustainability not as an add-on, but as the foundation of modern horlogerie.
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