Universal Genève Makes a Comeback With New Brand Identity

The Swiss watch brand Universal Genève is taking its first step towards its planned revival by introducing a new website and its own social media channels. These are intended to give a first taste of where the journey will take the brand in the future in terms of identity and new watch models. For the relaunch, Universal Genève – under the leadership of CEO Georges Kern – has worked closely with the brand’s most important collectors. The first new Universal Genève watches are scheduled for autumn 2026. Furthermore, Gregory Bruttin was named as the new Managing Director of Universal Genève as part of the relaunch.

Artwork by artist Constantin Prozorov for the new website

The rebirth of a collector’s brand

Universal Genève was founded in 1894 by Numa-Émile Descombes and Ulysse-Georges Perret in the Swiss town of Le Locle. At that time, the brand was still officially known as Universal Watch, but it was renamed Universal Genève in 1936. Among collectors, Universal Genève is particularly well known and loved for its in-house manufactured micro-rotors and precise chronograph movements. In 1966, the brand introduced the Calibre 66, which was the thinnest automatic movement in the world at the time.

Particularly popular are models such as the Compax and the Tri-Compax with calendar, chronograph and moon phase functions, the Aero-Compax, the Space-Compax, the A. Cairelli Split Seconds, the Cabriolet, the Compur Colonial and the Disco Volante. But among collectors, one particular model is especially popular: the Polerouter, which celebrates its 70th anniversary in November and was designed by Gerald Genta in 1954. At the age of 23, Genta was commissioned to design a watch that would evoke Scandinavian Airline Systems (SAS) direct flights from New York/Los Angeles to Europe. This watch was to withstand the freezing temperatures of the Arctic and Antarctic, but above all, the changes in magnetism as one approaches the poles.

In 1989, Universal Genève was bought by the Hong Kong watchmaker Stelux, under whose management new watch models continued to be launched at irregular intervals until 2008. The brand remained in the hands of Stelux until 2023, when Universal Genève was taken over by the private investment firm Partners Group and CVC Capital Partners, which also holds shares in Breitling. Thus, Georges Kern has now been appointed as the new CEO of Universal Genève in addition to his role as Breitling CEO.

New brand identity and new general manager for Universal Genève

The relaunch aims to preserve the heritage of Universal Genève while presenting new watch movements, retail boutiques and striking watch designs. ‘There is a lot to look forward to, because this is just the beginning of a great journey,’ says CEO Georges Kern, who has hired Gregory Bruttin, an experienced watch manager and trained watchmaker, as the new Managing Director of Universal Genève. Bruttin brings over 22 years of professional experience in the watch industry, most recently in his former position as Strategic Product Director at Roger Dubuis.

Gregory Bruttin is to be the new General Manager of Universal Genève

From now on, all fans of the brand can follow the relaunch via the new website and social media channels and register for UG Magazine via the website to access the latest articles. The new brand identity was developed in close collaboration with Universal Genève’s most important collectors.

universalgeneve.com