Breitling Unveils Ambitious Multi-Brand Strategy at Dubai Watch Week

A New Dawn for Watchmaking: Breitling's Strategic Vision Unfolds

Breitling's Transformative Vision at Dubai Watch Week

During the prestigious Dubai Watch Week, Georges Kern, the CEO of Breitling, introduced a groundbreaking strategic direction. On November 19, he officially launched the 'House of Brands,' an integrated portfolio designed to bring together three distinguished watchmaking houses under a cohesive, long-term plan. This initiative seeks to create a meticulously balanced and adaptable collection that caters to a wide array of economic tiers and consumer preferences within the luxury market. Each individual brand is set to maintain its unique character and cultural importance, while collectively, they are poised to represent the full breadth of contemporary luxury timepieces.

Universal Genève: Reaching the Zenith of Luxury Horology

Universal Genève is designated to lead the ultra-luxury segment of this new portfolio, establishing itself as a distinct and premier marque. Historically celebrated as the 'watch couturier,' the brand is renowned for its artistic craftsmanship and collaborations with leading artisans. Its illustrious heritage includes the iconic Polerouter, a design masterpiece by the young Gérald Genta, and the highly esteemed Compax chronographs. The re-emergence of Universal Genève is intended to elevate the artisanal aspects of the watch industry while exploring novel creative frontiers.

Gallet: The Rebirth of an Entry-Luxury Icon

Gallet, positioned within the accessible luxury sector, is scheduled for an official relaunch in the autumn of 2026. With a lineage spanning two centuries, the brand forged its reputation through the production of reliable timepieces for challenging environments, from early aviation to strenuous mountain expeditions. Its historical achievements include the stopwatch utilized by the Wright brothers during their initial flight and the pioneering Flying Officer, the world's first chronograph designed for multi-timezone tracking for commercial pilots. Manufactured by Breitling, Gallet's new offerings will be available through Breitling's exclusive boutiques and select multi-brand retailers, presenting robust, adventure-ready designs that exemplify Swiss craftsmanship at an appealing price point.