In a groundbreaking move, Swiss luxury watchmaker Breitling AG has taken a decisive step into strategic acquisitions, acquiring Universal Geneve. This landmark deal not only propels Breitling into the top echelons of Swiss watch companies but also marks a significant effort to breathe new life into the storied Universal Geneve brand.
Under the dynamic leadership of CEO Georges Kern and backed by Swiss private equity firm Partners Group Holding AG, Breitling has undergone a resurgence, securing a spot among the top 10 Swiss watch companies by sales in 2022. Renowned for its aviation-themed chronographs like the iconic Navitimer, Breitling now sets its sights on revitalizing Universal Geneve’s legacy.
Georges Kern, in an interview, outlined a visionary strategy for Universal Geneve. A dedicated team of designers and executives will oversee its integration as a distinct entity within the Breitling portfolio. The revival plan includes bringing back iconic models such as the Gerald Genta-designed Polerouter and the Compax sports watch, both symbols of the 1960s and ’70s.
Kern, describing Universal Geneve as «the best dormant or semi-dormant watch brand on the planet,» envisions a resurgence that pays homage to its heritage dating back to 1894.
Anticipated to hit the market by 2026, the revived Universal Geneve collection will command a premium, surpassing Breitling’s average price of approximately 6,700 Swiss francs ($7,640). Kern emphasizes the luxury positioning of the revived collection.
Having weathered challenges during the quartz crisis in the 1980s, Universal Geneve has been under the ownership of Hong Kong-based Stelux Holdings International since 1989, with a sale price of about 60 million Swiss francs, payable over five years.
This strategic acquisition positions Breitling for heightened competition against industry giants like Swatch Group AG and Richemont, both boasting ownership of around 10 renowned watch brands. Rolex, the top Swiss watchmaker by sales, also holds the Tudor marque.
Georges Kern, hinting at Breitling’s future aspirations in a 2022 interview with Bloomberg, expressed interest in acquiring watch brands with reinvigoration potential. The Universal Geneve acquisition underscores Breitling’s commitment to preserving horological legacies and shaping the future of Swiss watchmaking. Explore this transformative moment in Swiss horology with Breitling and Universal Geneve.