Erwan Rossignol, Managing Director of Gallet, on The Revival of a Heritage Brand And The New ‘Wanderlust’

Erwan Rossignol, as Managing Director, is responsible for the relaunch of Gallet. At the Geneva Watch Days 2026, he spoke to Swisswatches Magazine about the background, plans and the brand’s surprising guiding principle: ‘Wanderlust’.

As a German, I’d like to start with the term ‘Wanderlust’. Of course, I’m familiar with this German word. To me, however, it sounds rather old-fashioned at first and reminds me, for example, of school walking days, which were usually rather boring. How did you come up with this term, or rather, why did you choose it?

Erwan Rossignol: I’m French, and to be honest, the term wasn’t really familiar to me at all. But if you Google ‘Wanderlust’, you see lots of images of adventures and outdoor activities, including in an international context. The term came up in a conversation we had about two years ago, when we were developing Gallet’s new identity.

At the time, we were at the Breitling office in Zurich – more specifically, in one of the creative or workshop areas where new concepts and ideas are often developed. Among those present were Georges Kern and our Global Head of Design, Pablo Widmer. There were various books and sources of inspiration lying around the rooms, and a book entitled ‘Wanderlust’ caught our eye. We opened it, flicked through it and immediately sensed that it embodied exactly the right direction. It was immediately clear to us: “Right, that’s it.”

Now that we’re launching the brand, we do sometimes have to explain the term and convey its meaning to people who don’t have German roots. Not everyone understands it straight away. But it’s a powerful word. If you search for ‘Wanderlust’ on Instagram, you’ll immediately understand what it stands for.

It’s about more than just hiking; it’s really about the longing to be on the move. ‘Wanderlust’ describes the urge to escape everyday life, leave the hustle and bustle behind and discover new things beyond the familiar. And so it’s used internationally, for example in the tourism industry. The term is particularly widespread in English.

Gallet has a long history. Does this fit with the theme of ‘Wanderlust’?

In fact, we are reviving a brand with 200 years of history. It was active continuously for around 150 years before finally falling into a deep slumber. If you delve deeper into its history, you’ll discover a very rich heritage.

And this ties in very well with the overarching theme of ‘Wanderlust’. For Gallet, for example, was a pioneer and leader in the field of chronographs – much like Breitling – and developed precise timekeeping instruments for those innovators and adventurers who heralded a new era in aviation, motor racing, sailing and exploration. Gallet watches were present, amongst other things, at the Wright brothers’ first powered flight in 1903 and accompanied Rex Mays to victory in the Springfield race in 1940. Wherever people pushed the boundaries, a Gallet watch was often by their side.

This pioneering spirit lives on to this day. Now Gallet is making a comeback as a sister brand to Breitling – ready for a new era of ‘wanderlust’.

When you breathe new life into a historic brand, isn’t there always a risk that too much of the past will seep into the ‘new’ brand?

You have to respect your own heritage. At the same time, we obviously don’t want to simply bring the same vintage watches back onto the market. We’re not a museum. And I don’t think that’s what customers would expect either.

The challenge, therefore, is to preserve our historical heritage whilst at the same time creating a modern touch that appeals to today’s generation of watch enthusiasts. We believe we have succeeded in doing so.

Over the past twelve months, we have travelled the world to meet retailers and gather feedback. We have also spoken to collectors. This has helped us to further refine Gallet’s brand identity and products.

You’ve just mentioned collectors. How well-known is the brand today – even outside the well-informed circle of collectors?

To be honest, the brand isn’t particularly well-known outside the circle of true watch connoisseurs. If you were to stop 100 people in the street today and ask them about Gallet, you’d be lucky if one of them recognised the brand.

Among collectors, however, it is very well known. If you look at the secondary market, for example, our vintage watches fetch very high prices. You can find a Multichron or Flying Officer watch for more than 10,000 or 15,000 Swiss francs. So the brand is held in very high regard by enthusiasts and connoisseurs in the watch world.

One of our most important tasks now is not only to increase this brand awareness, but also to establish it amongst a new generation of customers.

What makes you confident that this will succeed?

We are trying to combine this magnificent heritage with a modern character. And I truly believe that there is no better time than now to relaunch a brand like Gallet, which stands for adventure and freedom.

In today’s world, many people are under enormous pressure and exposed to sensory overload. They face stress at work, are constantly surrounded by social media, and are confronted with a flood of impressions and expectations. What they need is the chance to simply close their eyes, take a deep breath, pause for a moment, and reflect on where their next journey or destination might take them.

Our watches convey precisely this emotion, these wistful thoughts, whilst also serving as reliable companions on these adventures. This is the spirit we want to convey. You can see this reflected in our communications and in the modern adventurers such as Donal Boyd and Benjamin Hardman, with whom we collaborate.

Incidentally, we’re not targeting any particular age group. Of course, the concept will initially appeal particularly to a younger clientele. But we believe that our design and our products can reach a wide variety of people.

But not everyone will be able to turn the adventures they dream of into reality.

That’s right. But the main point isn’t that these people will set off for Tierra del Fuego or embark on some other adventure tomorrow. What matters far more is the feeling of being able to escape everyday life for a moment. They want to dream, be inspired and discover new horizons. For them, adventure is a way of life that can also be experienced at home.

On the one hand, there are the real adventures that most people can only dream of; on the other, there’s the price point. How affordable is Gallet?

We’re talking about ‘accessible luxury’. Our ambition is to become a leading brand in this segment. If you take a look at our debut collections, you’ll see that the value for money is exceptionally good. Our automatic models start at 2,600 euros, and the chronographs at 4,100 euros. Everything is manufactured by Breitling. The chronometers are assembled and manufactured there, and they are serviced by Breitling or Breitling watchmakers throughout their entire lifespan.

We use the same components and the same suppliers, and draw on the same distribution structure. At the same time, the collection is very clearly structured and offers a straightforward way to personalise your watch. All watches have a standard lug width and are fitted with a tool-free quick-change system. This means that the eleven watches in the launch collections can be combined in over 150 different ways. And the straps are very affordable. In Germany, they will cost 90 euros including the clasp. There is strong demand in the ‘accessible luxury’ segment. When you consider all the aspects of the new Gallet brand, it offers a compelling response to this demand.

You’ve spoken to Breitling about distribution and manufacturing. How independently and autonomously can Gallet operate?

As a sister brand, we utilise the supply chain, relationships with suppliers, the distribution network, after-sales service, manufacturing capacities and so on. In that sense, Gallet is integrated into Breitling. To mark the launch, our watches will be available in 90 Breitling boutiques, in a dedicated Gallet corner with a ‘Wanderlust’ atmosphere. In addition, we are represented in around 70 further retail outlets worldwide.

At the same time, Breitling and Gallet are two very different brands. They share certain elements of their history – for example, both were pioneers in the field of chronographs. But their histories and products are very different.

Breitling is steadily evolving into a manufacture brand with its own movements. For Gallet, we will also be using some Sellita movements. To mark the launch of the brand and its 200th anniversary, we are introducing the Gallet Classics – a range featuring the Breitling B09 hand-wound manufacture calibre. This allows us to preserve Gallet’s historical DNA and combine it with Breitling’s watchmaking expertise.

Would you be comfortable with someone saying: ‘Gallet is the cheaper or more affordable alternative to Breitling’?

Such comparisons are always readily made. But if you look at the products, they are – apart from the fact that both brands offer chronographs – simply very, very different.

You’re launching with four collections, all of which draw inspiration from historic watches. These include the Flying Officer, a watch worn by, amongst others, US President Harry S. Truman, and arguably Gallet’s best-known historic model. Are the current models reinterpretations?

Yes. If you look at the old Flying Officer and the new one side by side, they are very similar. The original had a diameter of 34.5 millimetres; the new version measures 40 millimetres. This has significantly improved legibility.

We have carried over the cities from the city ring of the past, but updated them because the time zones have changed. Historically, these cities on the city ring were used to track stopovers for refuelling. The Flying Officer was developed in the early days of intercontinental flights.

Of course, these petrol stations no longer exist today. Instead, we have turned them into adventurous travel destinations. So they still serve the same purpose: they take their wearers to the next dream destination. As well as the chronograph version, the Flying Officer is also available as an automatic model with three hands – featuring a blue or orange dial. These are complemented by green or red accents respectively.

Incidentally, orange has become Gallet’s signature colour. This colour is based on a vintage Flying Officer watch that we found at a dealer’s. It had an orange patina, and we derived this colour from that.

Then we have the Multichron Sport, featuring two chronographs in black and blue. There is also the Multichron Pilot, another chronograph, also in black and blue. And finally, we have the Gallet Classics: three watches featuring the hand-wound Breitling Manufacture Calibre B09, which were unveiled to mark the 200th anniversary. They are closely modelled on the original designs and, with their hand-wound movement, remain true to the era these watches celebrate.

All the watches and collections are based on historical sources of inspiration, aren’t they?

Yes, that’s almost correct. The Multichron Pilot already existed in the 1960s. The model we’re now bringing back to life has its roots in that era. We’ve retained the bezel, which allows a second time zone to be read. There’s also a telemeter scale for measuring distances.

The Multichron Sport, on the other hand, had never existed in this form before. However, Gallet also has a history in motor racing, including the Multichron Regulator from the 1930s.

That is why we are launching the Multichron Sport to complement this. It has no bezel, but features a tachymeter scale – a nod to the brand’s racing heritage. We have also incorporated elements from the Multichron 12 Hour Scientific from the 1960s.

What’s the story behind the Gallet Classics?

The three models are also a tribute to important historical models. First of all, there’s the Tribute to Multichron Yachting Big Eye. If you place the original and the new version side by side, you can see just how similar they are. The original was 35 millimetres, whilst the new version is 38 millimetres.

Added to this is the tribute to the Multichron 45 from the 1940s. It, too, bears a striking resemblance to the historic model and is truly beautiful.

And finally, we have the Tribute to Silverlight. It is not a direct reproduction of a historical model. However, we have once again taken our inspiration from the Multichron 12 Hour Scientific as it appeared in the 1970s. It had a silver-coloured dial, which we called ‘Snow White’ at the time, as well as a very distinctive typeface.

You’ve been involved in Gallet’s comeback from the very start. Which part of the project excites you the most or makes you particularly proud?

Well, what really makes me proud and happy is, first and foremost, the fact that we as a team have the opportunity to relaunch a brand like this. That’s truly unique in the watch industry. And, of course, it’s also a great honour for me personally that Georges Kern said to me: “Right, you can now take the helm at Gallet.”

You learn throughout your whole life, and for me, Gallet represents a new stage in that learning process. And this is just the beginning of this adventure.

If we look back in five years’ time: how would you know that the relaunch had been a success?

If we see Gallet on many wrists and people are talking about our watches – collectors as well as ‘ordinary’ watch enthusiasts and new fans of the brand. Ultimately, it will be the customers who decide whether the relaunch was a success.

gallet.com