Revival of Universal Geneve!

For many hardcore watch enthusiasts, this week was like an early Christmas gift. Partners Group (the majority shareholders of Breitling) announced that a successful acquisition of Universal Geneve has taken part. The brand will be relaunching!

 

Photo source: S.Song

 

And the watch world rejoices.

Although UG is not a household name nowadays, they once successfully competed with brands like Rolex or Heuer, and in some fields, they even managed to get the upper hand. The Maison was very respected, especially thanks to its incredible chronographs. Over the years, they contributed to the industry with creations like the micro-rotor automatic movement, which is now used in the highest levels of watchmaking. They also produced some beautiful-looking models, such as the Polarouter, which came from the mind of a young and promising lad whom you might even know: Gerald Genta.

 

Photo source: Getty

 

Yes, Gerald Genta, the genius behind Nautilus and Royal Oak worked at Universal Geneve…

 

Sadly, like many watch manufacturers during the Quartz Crisis, UG started to sink, unable to adapt quickly enough. They still tried to get their heads above the water, but the glory days were long gone. The final nail in the coffin was the transfer of ownership to the Hong Kong-based Stelux Holdings in 1989.

 

Photo source: Universal Geneve

 

Even though the brand was left behind, it was never forgotten. Almost every model line has its fair share of passionate followers and fans. A vintage Universal Geneve watch is seen as a symbol of true passion for horology. After all, their timepieces are some of the finest exemplars of watchmaking from the golden era of watches.

 

Photo source: Joseph Bonnie

 

The Partners Group is taking its new mission very responsibly. They are determined to restore the prestige of the brand, walking in the footsteps of UG on its top. They understand the importance of heritage and legacy, and will fully commit to bringing Universal Geneve back on the throne where it belongs.

 

Photo source: Breitling

 

Our excitement is hard to say in simple words. So for now, we are just happy that the name is with us once again.