Why did Leonardo DiCaprio and Cristiano Ronaldo invest in the watch industry? Swiss brand ID Genève and online marketplace Chrono24 both won A-list funding – then there’s their personal collections …

Mar 31 , 2024

Cristiano Ronaldo is a watch fan ... but that doesn’t mean he needs to sink millions into his hobby. Why are celebrities so in love with high horology?

DJ Steve Aoki, singer-songwriter John Legend and actor Kevin Hart have all put money into watchmaking, while Bernard Arnault’s investment company Aglae Ventures is another investor in Chrono24

Ronaldo also works with Jacob & Co. while J Balvin has a Richard Mille 12-01 Blue Sapphire, Jacob & Co. Astronomia and Patek Philippe Nautilus in his collection

Despite being a newcomer on the watch scene, environmentally conscious watch brand ID Genève has already risen through the ranks of some of the biggest horological heavyweights in Switzerland with backing from private families, investment firms that include Exelixis Capital AG in Zurich and, now, the highest echelons of Hollywood.

Back in October 2023, it was announced that actor and climate activist Leonardo DiCaprio was the latest to invest in the young Swiss label, founded in 2020 by three friends – CEO Nicolas Freudiger, COO Céderic Mulhauser and designer Singal Depery – with the aim of creating responsible timepieces using ethically sourced and recycled materials and low-carbon manufacturing processes.

Leonardo DiCaprio, an investor in ID Genève, with his ID Genève Circular watch

It’s not the first time that a major celebrity has invested in the market, and DiCaprio joins a growing list of stars, from DJ-producer Steve Aoki to singer-songwriter John Legend and actor Kevin Hart, who are taking the leap into the world of luxury watches.

For ID Genève, the opportunity to collaborate with a figure as socially responsible as DiCaprio was a no-brainer. Speaking about the partnership, Freudiger notes that he had “always been interested in working with a global environmental advocate like Leonardo DiCaprio, and we’re thrilled this partnership has come to fruition”.

He is hoping that “this synergy will not only give us a louder voice in championing sustainable practices, but also inspire and challenge our peers in the luxury sector and beyond to prioritise environmental practices”.

Rolex Oyster Perpetual GMT-Master II Saru

DiCaprio, who has previously helped to fund companies that align with his sustainability focused values, such as plant-based food brand Beyond Meat and LØCI cruelty-free trainers, echoed this sentiment in a press release issued by the company: “I am thrilled to be an investor in ID Genève, a brand that’s driving change in the luxury industry and beyond by consistently innovating and focusing on circular economy principles.”

Another famous horological fan to invest in the industry is Cristiano Ronaldo, who in July 2023 made headlines after becoming a shareholder in the world’s leading online watch marketplace, Chrono24. Established in 2003 and headquartered in Karlsruhe, Germany, Chrono24 today boasts a valuation of more than US$1 billion, with over 530,000 watches from more than 3,000 dealers listed on its platform. Ronaldo, who is well-known for his collection of rare and unusual timepieces and his recent partnership with Swiss watchmaker Jacob & Co., follows the likes of Bernard Arnault’s investment company Aglae Ventures, as well as General Atlantic, Insight Partners and Sprints Capital, as an investor in the marketplace. His love of timepieces has rubbed off on his son Cristiano Jnr too – at 13 he has already been seen wearing a Rolex worth US$550,000!