Universal Genève is back in business

Introduction

With the acquisition of Universal Genève in 2023,  Partners Group and CVC Capital Partners secured a legendary watch brand and set the foundations for its return to full glory.

By pairing Breitling with such a prestigious brand, Georges Kern enters the premium luxury watch business with a brand whose pedigree is on par with the best in the industry.

The group has gone flat out and is ready to pull the trigger with the appointment of Gregory Bruttin, former Product Strategy Director of Roger Dubuis, as Managing Director of Universal Genève and the deployment of the brand’s strategy, whose first timepieces will hit the market in autumn 2026.

A community-driven brand strategy

True enthusiasts are paramount in the relaunch project. Universal Genève’s new era starts today with a new website and official social media channels. The communication’s pillar is the brand’s rich history, described by the contribution of Universal Genève collectors.

Here is a case history, with several collectors fully involved in the brand’s relaunch, offering a privileged perspective of UG’s history and milestones.

“UG Magazine”, an online section devoted to storytelling Universal Genève inside and out, will help readers familiarize themselves with the brand.

Polerouter, Compax and Tri-Compax

If you are unfamiliar with the names above, get ready; they epitomize what Universal Geneva is all about, and most models sell at premium watch auctions. Universal Genève boasts a long list of collector pieces making history from a technical and “showbiz” point of view. For example, the Compax “La Nina” was on the wrist of Formula One’s driver, Jochen Rindt’s wife, Nina, back in the day.

Another remarkable example is the Tri-Compax model worn by Eric Clapton and named after him. Next November, the Polerouter will turn seventy, and the brand will celebrate such a milestone with the Scandinavian air company SAS, which commissioned the original 1954 model back then.

We will probably read more about it in the UG Magazine. The journey has begun, and so has the new product development. Hence, set your watch calendar to autumn 2025. For more information, please visit www.universalgeneve.com.

(Photo credit: Universal Genève)

Giovanni Maria Di Biase @Horbiter®