Borna Bosniak
Ever since it was announced that Breitling (along with several private investment firms) would acquire Universal Genève in 2023, enthusiasts have been holding their breath, waiting for some kind of statement of intent. Almost a year after the initial announcement, we finally got what we’ve been waiting for. Some of us waited much longer than others. The big news for the revived brand is the launch of its new website, but what we didn’t expect was that it would also announce the release date for its first new product since the early 2000s – currently set for fall 2026.
Like Breitling, CEO Georges Kahn is spearheading this resurgence by employing enthusiasts, but alongside him are the key figures leading this resurgence: That would be Managing Director Gregory Brutin, who is completing a 23-year term. Bruttin says of his involvement with the community: “This is a beloved brand with a vibrant community. Our advisory board is committed to helping us build the brand in a modern way while staying true to Universal Geneva’s important heritage.” We are collaborating with
So what can we expect from Universal Geneve in the coming years? First, the website will host UG magazine, which aims to tell stories about the brand’s rich history. This is a bit of a no-brainer if you ask me. The announcement also promises a “series of pre-launch events and watch releases” already planned, including the Paul Router, Nina Lindt Compax and Eric Clapton Tricompax, among Universal Geneve’s most Noteworthy works are briefly mentioned. In fact, the original piece was created for Scandinavian Airlines in 1954, making it a special reference to the pole router’s 70th anniversary, which will be celebrated next month.
The big question is “When?” and we have an answer, but unfortunately we have to wait until we know “What?”. Over the next two years. Nevertheless, a press release and a new Instagram page reveal a new Universal Geneve logo that is fully operational, with the former hinting at potential future collaborators. Currently, the Instagram page only follows three accounts. Breitling, ug_tokyo (a must-follow Universal Genève collector), and Swiss hockey player Nino Niederreiter, who just four weeks ago announced his partnership with Breitling. You can see that I’m excited, and I’m sure you are too.