In early spring, news broke that Breitling had purchased the long-dormant watchmaker Universal Genève. The news is good news for collectors and aficionados everywhere. If you even occasionally follow what’s going on in the world of watchmaking, chances are you haven’t heard the name Universal Genève. For lovers of vintage watches Universal Genève represents the golden age of 20th century watchmaking. Its reputation was first built on its high-quality chronographs and later on its micro-rotor movements. The Compax line of chronographs launched in the 1930s and its 1940s models such as the Tri-Compax are sought after today. The Polerouter is another timeless watch. It was one of the first designs of the legendary designer Gerald Genta, who later drastically changed the course of the entire watch industry, introducing the concept of the luxury sports watch. The Royal Oak by Audemars Piguet and the Nautilus by Patek Philippe were two of the many iconic models today bearing his signature.
There are not a few who argue that in its glory Universal Genève was equal to Rolex and Patek Philippe. Unfortunately in the 70’s it was a victim of the quartz revolution and since then it has fallen into periods of inactivity, changing owners from time to time. Since 1989 it belonged to the Stelux company from Hong Kong, while a few months ago it was transferred to the Group that also controls Breitling. According to Breitling stalwart Georges Kern, the two brands will operate independently, but apparently there will be collaboration in terms of mechanisms, technology and production. It goes without saying that we will see a revival of legendary Universal Genève models but also a more modern approach to the brand. All of this will of course take time, or rather years to set up properly. The important thing is that the first step has been taken.
The first steps
The second step has to do with introducing the brand to the internet world. The recent creation of its own website and social media reveal elements of its future identity under new owners and will have the cooperation of Universal Genève’s global collector community.
The first steps
The second step has to do with introducing the brand to the internet world. The recent creation of its own website and social media reveal elements of its future identity under new owners and will have the cooperation of Universal Genève’s global collector community.
This website will also host UG Magazine, a digital magazine that will explore the brand’s rich history and reveal to the public hidden aspects of Universal Genève and all that is new about its revival.
And the best part? On the new website there is a video that brings to life in just one minute the entire history of Universal Genève and highlights the elegant design of its watches. This is an amazing video-artwork signed by the internationally recognized surrealist artist Constantin Prozorov.
