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.
With the Pelagos FXD GMT, Tudor expands its FXD line of watches to include a model designed for the Aéronautique Navale, the French Naval Aviation. The watch was developed to meet the specific needs of aviators and features a GMT function that displays Zulu time, the standard reference time in global aviation. This watch is…
Independent watchmaker Ressence and Sotheby’s Watch Division are joining forces against coronavirus (Covid-19) and launch a competition to design a unique watch. Watch enthusiasts have the chance to create their own interpretation of one of Ressence’s latest models, the Type 1 Slim. A new face for the unique piece of Ressence's Type 1 Slim in…
Jörg G. Bucherer, Chairman and Delegate of the Board of Directors of Bucherer Holding AG, passed away on 6 November. The long-time Bucherer patron was 87 years old and leaves no children to carry on the business. In order to secure the future of his empire, Jörg G. Bucherer sold his company, founded in Lucerne…
Where best to celebrate the beginning of summer than by the sea? For fifteen days in mid-June, Richard Mille will host its very own regatta on both sides of the Channel for the first time. The first edition of the Richard Mille Cup takes place from the 10th to the 25th June and many more…
Independent watchmaker Oris is introducing a new calibre, entirely created in-house – the Oris Calibre 400. Watchmakers at the Swiss horology house based near Basel have created a movement that is highly efficient and highly anti-magnetic. The other big news is that the watches using the movement will only requires 10-year servicing intervals. New Movement,…
A. Lange & Söhne has been a partner of the Concorso d'Eleganza Villa d'Este since 2012 and is once again awarding a special edition to the winner of the competition for classic automobiles this year. From 24 to 26 May, lovers of outstanding classic vehicles will meet in Cernobbio in northern Italy with a view…
On 2 October 2024, what had long been speculated became reality: LVMH and Formula 1 announced their partnership. In this year, as Formula 1 celebrates its 75th anniversary, the global alliance marks not only the end of an era but also the beginning of a new chapter. This deal also signifies the conclusion of the…
Following the unprecedented departure of brands including Rolex, Patek Philippe, Chopard and Chanel, Baselworld's MCH Group and representatives of exhibitors have agreed on a settlement for the cancelled Baselworld 2020. However, the MCH Group has also confirmed that Baselworld will not be taking place in 2021. The solution was drawn up in collaboration with the…
This year's Watches & Wonders, featuring 60 top brands, took place from 1 to 7 April and once again set a new visitor record with over 55,000 visitors (2024: 49,000). The organisers are not changing the concept: four days for trade visitors from 14 April 2026 will be followed by three days for the general…
The Rugby World Cup 2019 will take place in Japan from 20th of September to 2nd of November and for the first time in its 9th edition in Asia. It is the world’s third largest sporting event, held every four years. TUDOR is not only partner of the ‘World Rugby’ association, but also official timekeeper of the upcoming…
The La Chaux-de-Fonds-based watch brand Corum is celebrating its 70th birthday this year with a very special surprise. Following a management buy-out, the company is once again 100 per cent under Swiss management. Golden Bridge Serpent from 2024 Corum stands for unusual designs as well as innovative technologies. Examples include the Golden Bridge with a…
The Louis Vuitton Watch Prize for Independent Creatives announced its first winner yesterday, on February 6, 2024, with Raúl Pagès and his RP1 - Régulateur à détente winning the inaugural holding of the competition. Raúl Pagès received a silver spiral trophy inspired by a balance wheel – the essential element for the precision of a…
After much anticipation, discussion, and predictions, the results are in: Audemars Piguet has named Ilaria Resta as its new CEO. While François-Henry Bennahmias' successor will join the company as soon as August 2023, bringing almost a three-decade reign to an end, the former CEO will nevertheless remain fully engaged at the horology house until the…