Worn & Wound
Experts and Collectors Weigh in on the Return of Universal Genève
Early yesterday morning, news broke in the watch world that was both surprising, and felt inevitable. Universal Genève, the highly regarded and historic Swiss brand that has been effectively dormant for years, will be revived and relaunched by the same ownership team currently steering the ship at Breitling. While the news of Universal finally getting a high profile relaunch isn’t exactly shocking (reviving heritage brands shuttered during the Quartz Crisis has been a favorite pastime in the watch industry over the last decade), we weren’t expecting the Breitling connection. The news (and reaction to it) speaks both to the great affection the community feels for the Universal Genève brand, and to the strength and financial turnaround of Breitling under Georges Kern’s tenure. Universal Genève has a long and rich history, and has grown significantly in esteem in recent years. They were part of an explosion of interest in vintage watches that began more than ten years ago, but unlike other brands that benefited from increased attention on historic vintage pieces (Rolex, Patek Philippe, and Audemars Piguet among them), Universal Genève doesn’t exist as a modern watchmaker in a meaningful way. For that reason, there’s always been a mystique to the brand that can’t really be replicated. We can, and do, compare vintage versions of Submariners, Daytonas, and Royal Oaks to their modern equivalents, and can thus relate to these watches through a modern context or l...
