Their vintage pieces may hold enduring interest and recognition (see this post and this one about the famed Polerouter), not to mention collectability, but the Universal Genève name is about to have a twenty first century revival. Partners Group, the ownership group behind Breitling, has announced its acquisition of Universal Genève from Stelux Holdings, the Hong Kong company that has owned the brand since 1989.

Breitling CEO Georges Kern has stated that “Rebuilding a brand with such a rich narrative is not a quick endeavor–it is a meticulous labor of love that we anticipate will unfold over the coming years. A dedicated team will be brought on board to allow Breitling and Universal Genève to operate as separate maisons.”

UG is a brand with a dedicated following as well as a rich horological history. Reviving it for both its existing ‘audience’ and a new one will be a delicate balancing act in terms of design and movement development. It will be interesting to see how this unfolds.

You can read the official press release at this link.

Categories: Industry news, Universal Genève, Vintage watches etc, watches