AAs reported in December 2023, Breitling has taken over Universal Genève and is planning a relaunch of the traditional watch brand.
Following our initial report on the acquisition, Breitling CEO Georges Kern commented on the deal in an interview on the latest episode of Watch radiowhich was hosted by Anthony Traina and Ben Clymer.
First, and perhaps most importantly, Kern confirmed that Universal Genève would be positioned above Breitling.
Secondly, he explained that the timepieces would feature all-new in-house movements, which is an incredibly expensive way to launch a watch brand and also suggests high prices.
Next, he said that the launch would not happen until 2025 or 2026.
He concluded by saying that Universal Genève will be based in Geneva.
Another tidbit from the interview suggested that Breitling Group may acquire another brand priced below Breitling, a brand whose average price has increased from $4,000 to $6,900 since he was appointed CEO in 2017 dollar has risen. This presumably means Universal Geneve will start at $10,000 – if not significantly higher.
Universal Genève is one of the hottest brands that has been dormant for decades, and serious collectors – those who are wealthy and lust after new versions of Universal Genève, currently only available in vintage form – have a lot to look forward to.
Photo by Christine Roy.
