Breaking News: Universal Geneve acquired by Breitling

The revered watch brand Universal Geneve has been bought by Breitling for a rumoured $70 million.

One of the vintage watch world’s hidden treasures, Universal Geneve, has been purchased by the Partners Group Holding AG, the ownership group that owns Breitling, for a rumoured $70 million. Since 1989 following a rough innings like so many during the quartz crisis, Universal Geneve has been owned by Hong Kong based Stelux Holdings International Ltd. with very few releases that were simply homages to their past. It’s fair to say that for a brand of Universal Geneve’s standing among collectors that the releases have been lacklustre and left a lot to be desired, but now with the backing of Breitling, there is a hope that UG can be restored to former glories and become a big name in the industry.

Models like this vintage Universal Geneve Polerouter from 1955 are renowned among vintage collectors.

It’s unlikely that we will see any big movement form the brand in the near future with models unlikely to come to market until around 2026, but the return definitely offers an exciting prospect and Breitling CEO Georges Kern is ready for the challenge stating that they “As excited as we are, we are also fully aware of the task at hand and the profound heritage we are set to uphold”. Georges has seen great success at the helm of the Breitling ship and is well equipped to bring some of that success to the sleeping giant. This is a big statement in terms of acquisition and will surely be the start of more watch brands being acquired by Breitling. With a promise to respect the heritage of the brand we’re certainly excited to see what is to come.

Find your next watch here or let us source a vintage Universal Geneve for you here.

Written by Piers Mansell for Watts on Watches