Georges Kern just made one of the most significant announcements in the watch industry. At Dubai Watch Week today, Breitling’s CEO officially unveiled the ‘House of Brands’—a curated portfolio strategy that reunites three legendary maisons under a single visionary leadership. And for serious collectors, this is genuinely exciting news. Breitling’s CEO revives Universal Genève and Gallet, bringing them back from dormancy with a bold multi-brand vision.
The Revival of Two Giants
The story centers on two dormant giants returning to life: Universal Genève and Gallet. Both fell silent during the brutal quartz crisis of the 1970s and '80s, when mechanical watchmaking nearly disappeared. Now, after previews at the Geneva Watch Days earlier this year, Kern is bringing them back with distinct positioning and authentic horological pedigrees, under one umbrella alongside Breitling.
Gallet launches in autumn 2026 as an entry luxury brand—think accessible Swiss craftsmanship with genuine heritage. This isn't some newly invented brand trading on nostalgia. Gallet built its reputation over two centuries on reliability under extreme conditions. The Wright brothers used a Gallet stopwatch on their first flight. Their Flying Officer chronograph was the world's first multi-time-zone complication designed for early commercial aviation. Manufactured by Breitling and distributed through Breitling boutiques and select partners, Gallet will target adventure-minded collectors seeking functional, historically significant timepieces at entry-level luxury pricing.
Universal Genève occupies the opposite end of the spectrum—ultra-luxury positioned above Breitling. Known as "Le Couturier de la Montre"—the watch dressmaker—, Universal Genève defined modern Swiss design language through collections like the Polerouter, created by a young Gérald Genta, and the celebrated Compax chronographs. This will be a distinct maison operating independently, reimagining watchmaking through artistic collaboration with master craftspeople. For collectors who remember Universal Genève's heyday, this represents a homecoming.
Three Brands Under One Umbrella
Breitling remains the anchor—140 years of heritage, contemporary luxury positioning, and, crucially, one of the few independent manufacturers producing in-house movements. Kern describes Breitling as bridging "the energy of Gallet and the exceptional quality of Universal Genève" with its modern-retro character.
What makes this strategy compelling is its authenticity. Kern isn't inventing brands or stretching a single marque across impossible price ranges. He's revitalizing sleeping giants with legitimate chronograph heritage and giving them clear, differentiated identities.
"Different entry points into the luxury universe, each brand telling a different story, but all sharing a common thread of authentic craftsmanship and modern relevance," as Kern explains it.
The Middle East timing is strategic. Dubai Watch Week has become one of horology's most influential international forums, and Breitling opened a dedicated two-story, 400-square-meter pavilion where select customers, retailers, and media can preview the House of Brands’ vision ahead of 2026's official launches.
For collectors, this creates intriguing possibilities: accessible heritage through Gallet, contemporary tool-watch excellence from Breitling, and artistic haute horlogerie via Universal Genève—all backed by manufacturing expertise and authentic watchmaking legacies worth preserving.
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