ID Genève is taking its Choco-too-late campaign on the road in Switzerland, tying watchmaking to a quiet but urgent question about taste and time. The idea is crisp enough to fit on a dial and a dessert stick alike.
In partnership with Climate Basecamp and Paleta Loca, the initiative spotlights biodiversity and the flavors at risk from climate change. It has already surfaced at the World Economic Forum in Davos, Food Hack in Lausanne, Climate Week in Zürich, Time to Watches in Geneva, Entreprendre pour régénérer in Geneva, Photo Basel in Basel, and Kaiserhaus in Bern. A broad map, one message.
The mechanism is disarmingly simple: taste, scan, participate. Each ice cream served during the campaign carries a QR code that enters you into an instant draw for a limited-edition watch. Spot the vegan Swiss paletas at Manor and Coop, and your afternoon treat might become a conversation piece.
The watch itself is the special Chocotoolate edition, slated for delivery in Summer 2026. Details are kept to the essentials, which suits the theme. Less noise, more intent.
Credit where due: this is cross-industry work done with a light hand. A watch can nudge without preaching. If it also nudges you toward an ice cream, well, there are worse ways to learn.
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