The Rebirth of Universal Genève with Breitling

Universal Genève: A Watchmaking Legend

Breitling announced they had acquired the Swiss legend Universal Genève earlier this week. This acquisition could be the rebirth of a brand many collectors and enthusiasts love for its beautiful designs and history.

Breitling acquires Swiss watchmaker Universal Geneve

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Victim of the Quartz Crisis

For those unaware, Universal Genève was a brand that succumbed, like many others, to the rise of the quartz movement, aka the Quartz Crisis. While many brands fell into ruin, only to leave relics of what was floating around vintage and used for sale pages, Universal Genève left a trail of memorable and highly desired timepieces which kept them top of mind for many: their most famous piece to date is the iconic Polerouter.

New Beginnings with Breitling

With such an illustrious legacy and many beautiful creations, it’s a shame that Universal Genève was a brand that reduced and, eventually, ceased manufacturing in 1989. That was until Breitling CEO Georges Kern and Partners Group (the group behind Breitling’s ownership) stepped up to attempt an acquisition of Universal Genève from Stelux Holdings. This Hong Kong-based holding company has held the rights and the Universal Genève archive since 1989.

Georges Kern is the perfect choice to take on the resurrection of Universal Genève. Why, you ask? Since Kern took over the position of CEO at Breitling in 2017, sales have skyrocketed.

Building on Success

Breitling is now one of the top 10 Swiss brands by revenue, with sales profits increasing 40% yearly and setting a record $1 billion in sales in 2022. The simplification of Breitling’s catalogue can explain this increase in revenue with the implementation of smaller case sizes, shifting their focus to their historical models, and an aesthetic and marketing overhaul.

A Promising Future

To say I’m excited about the return of Universal Genève is an understatement. The brand has so much history and a beautiful design language, allowing it to remain a prominent name in watch collecting despite being closed for over 30 years. Universal Genève in the hands of Breitling is a fantastic call, and I can’t wait to see what Georges Kern has planned.

About the Author

Born into a family obsessed with motorsport, Tyler Frederick became enamoured with speed and beautiful cars at a young age. His love of Formula 1–and all things mechanical–eventually lead him to horology. You can follow him on Instagram.

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