Breitling Buys Universal Genève, Vows to Restore Its Glory

Breitling has acquired Universal Genève, a storied Swiss watch brand known for producing important timepieces with artistic designs and high complications in the early- to mid-20th century.

Breitling wants to restore the prestige of the watch brand, whose previous owner was Hong Kong-based Stelux Group, Breitling CEO Georges Kern said Tuesday. To do this, the watchmaker will bring a dedicated team on board to run both Swiss maisons as separate companies.

“As excited as we are, we are also fully aware of the task at hand and the profound heritage we are set to uphold,” Kern said. “Rebuilding a brand with such a rich narrative…is a meticulous labor of love that we anticipate will unfold over the coming years.”

Universal Genève was once revered as the “couturier” of watchmaking and was renowned for its in-house movements and mythical models. “It is a brand that watch enthusiasts have dreamed of seeing make a permanent comeback,” added Alfred Gantner, who chairs the Breitling board and is the cofounder of Partners Group, a private-equity firm that owns most of the company.

Founded in 1894, Universal Genève rose to prominence through the early- to mid-20th century, creating timepieces for men and women with innovative designs and robust mechanical movements. The quartz crisis in the 1970s and ’80s significantly challenged the company. During this time, the company moved from mechanical to quartz movements and focused on the Asian market.

“We are convinced that Breitling is best positioned to take Universal Genève to the next level, as it has so successfully done with its own marque,” said Joseph Wong, chairman and CEO of Stelux Group. “The management at Breitling has demonstrated that it is 100% committed to ensuring that Universal Genève lives on, not just in name but in spirit.”