As reported in December 2023, Breitling acquired Universal Genève and plans to relaunch the storied watch brand.

Following our initial report on the acquisition, Breitling CEO Georges Kern commented on the deal during an interview on the latest episode of Hodinkee Radio, which Anthony Traina and Ben Clymer hosted.

First, and perhaps most importantly, Kern confirmed that Universal Genève would be positioned above Breitling.

Second, he stated that the timepieces would feature all-new in-house movements, which is an incredibly expensive way to launch a watch brand, and further suggests high price points. Next, he said that the launch would not happen until 2025 or 2026.

Finally, he said Universal Genève would be based in Geneva.

An additional tidbit from the interview hinted that the Breitling group may acquire another brand to be priced below Breitling, a brand which since he became CEO in 2017, has risen from an average price point of $4,000 to $6,900. This presumably means Universal Geneve will start at $10,000 — if not well above that.

Universal Genève is one of the hottest brands that’s been dormant for decades, and serious collectors — who are wealthy and craving new versions of Universal Genève, which are currently only available in vintage form — have a lot to be excited about.

 

Photo by Christine Roy.