Georges Kern Unveils 'House of Brands' Strategy at Dubai Watch Week
At Dubai Watch Week, Georges Kern announced the 'House of Brands' strategy, which aims to revitalize two historic watchmakers, Universal Genève and Gallet, under the Breitling umbrella. This initiative marks a significant moment in the watch industry, as both brands have been dormant since the quartz crisis of the 1970s and '80s. Gallet will debut as an entry-level luxury brand in autumn 2026, appealing to adventure-seeking collectors with a legacy of reliability and Swiss craftsmanship. In contrast, Universal Genève will operate as an ultra-luxury brand, focusing on artistic collaborations and honoring its rich horological heritage. Breitling will remain the cornerstone of this strategy, showcasing its 140 years of history and commitment to in-house manufacturing. Kern emphasizes the authenticity of this approach, distinguishing each brand with clear identities while maintaining a common thread of craftsmanship. The strategic unveiling at Dubai Watch Week positions the House of Brands to attract collectors with a diverse range of offerings—from accessible heritage pieces to contemporary luxury and haute horlogerie, ultimately enhancing the landscape of luxury watch collecting.
