The storied horology brand Universal Genève is marking a new era under the guidance of Breitling and a consortium of private investment firms, who acquired the brand in 2023. For luxury watch aficionados, the past year has sparked high expectations, and recent announcements affirm that these expectations may be met with strategic vision and clarity. At the helm of this revival is Breitling CEO Georges Kern, who is drawing on the energy of dedicated enthusiasts, a strategy that has worked well with Breitling’s own resurgence. Integral to this effort is Managing Director Gregory Bruttin, a seasoned leader transitioning from a two-decade tenure at Roger Dubuis.
Bruttin’s role is critical in bridging the brand’s revered heritage with contemporary appeal. He emphasises the importance of engaging the Universal Genève community, stating, “This is a beloved brand with an active community. Our advisory board is working with us to build the brand in a modern way while remaining true to the considerable heritage of Universal Genève.” Through a balanced approach, Bruttin aims to connect the legacy of Universal Genève with a fresh generation of collectors.
An essential component of the revival is Universal Genève’s new digital presence, marked by the launch of its website. This will include UG Magazine, a content-driven platform that will spotlight the brand’s historical achievements and showcase its most iconic models, like the Polerouter, Nina Rindt Compax, and the Tri-Compax, once owned by Eric Clapton. Notably, Universal Genève is planning an event to commemorate the Polerouter’s 70th anniversary, celebrating a piece originally designed in 1954 for Scandinavian Airlines. This milestone offers collectors and fans a nostalgic yet modern look at Universal Genève’s legacy.
To drive anticipation leading up to the 2026 release, Universal Genève has mapped out a series of pre-launch events and exclusive timepiece previews. This careful pacing reflects the brand’s deliberate strategy, ensuring that each release is rooted in history and crafted to resonate with contemporary tastes. The recently unveiled Universal Genève logo, shared via their new Instagram page, has been well-received, signalling the brand’s return to relevance with understated elegance. The page currently follows only three accounts, hinting at future collaborations, including ties with ug_tokyo, a prominent collector, and Swiss hockey player Nino Niederreiter, who recently partnered with Breitling.
The revived Universal Genève is set to begin its official reintroduction in autumn 2026, promising a blend of classic and innovative horological artistry. For collectors, this new chapter is an invitation to witness how one of watchmaking’s most iconic names is brought forward into a new age.