CEO Georges Kern unveiled the House of Brands, uniting three legendary watch maisons under one strategic vision. The two historic names joining Breitling—Universal Genève and Gallet—will be previewed at the event ahead of their relaunch in 2026.
At Dubai Watch Week—now one of the most influential forums in the world of horology—CEO Georges Kern introduced the House of Brands: a curated portfolio of watch maisons, each with its own heritage, DNA, and cultural relevance. Together, they reflect the full spectrum of contemporary watchmaking luxury, from accessible to exceptional.
Following previews of Universal Genève and Gallet earlier this year at Geneva Watch Days and in the U.S.A., the focus now shifts to the Middle East, Southeast Asia, and India—regions of pivotal global importance. With Dubai Watch Week as a key international stage, the move signals a confident step into the future.
CEO Georges Kern says, “Our ambition is to build something curated, tailored, and agile. It’s a long-term strategy to develop a portfolio with select, exceptional and differentiated brands. By bringing together these brands, we offer greater diversity across price points and lifestyles, meeting customers’ evolving interests and aspirations. This reflects how today’s collectors and consumers experience watchmaking.“
Both Universal Genève and Gallet are celebrated historic maisons and leading chronograph manufacturers that had fallen dormant after the challenging quartz era of the 1970s and ‘80s. They now make a distinguished return, reaffirming their significance and the unique value they bring to the House of Brands.
Gallet, set to launch in autumn 2026, joins the portfolio offering entry luxury. With roots stretching back two centuries, Gallet built its renowned reputation on reliability in the most demanding conditions, from airfields to mountain summits. Its name is tied to some of the great milestones in watchmaking, including the stopwatch used by the Wright brothers on their historic first flight, and the Flying Officer—the world’s first chronograph to track multiple time zones for early commercial pilots and intercontinental air travelers. Manufactured by Breitling, Gallet will launch as a sister brand through Breitling’s network of boutiques and selected multi-brand partners. With its functional, adventure-ready designs, it continues its legacy by making fine Swiss craftsmanship accessible to a new generation of customers and collectors.
Positioned at a price point above Breitling in the ultra-luxury segment, Universal Genève will operate as a distinct maison. As the most exclusive brand within the House of Brands, it reimagines watchmaking with a creative and artistic approach, collaborating with master craftspeople. Revered as Le Couturier de la Montre (the watch couturier), its collections—from the Polerouter, designed by a young Gérald Genta, to the celebrated Compax chronographs—helped define the modern language of Swiss watch design.
Breitling sits at the center of the House of Brands, balancing more than 140 years of experience with contemporary luxury. As one of the few independent watchmakers producing its own movements, its modern-retro character bridges the energy of Gallet and the exceptional quality of Universal Genève.
Kern says, “With Universal Genève and Gallet we are preserving and revitalizing important watchmaking legacies and by doing so we continue to drive the industry forward while staying true to their heritage of innovation. Our strategy is to offer 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.”
Ahead of the relaunch of Gallet and Universal Genève in 2026, Breitling opened a dedicated two-story, nearly 400-square-metre pavilion at Dubai Watch Week. Within this space, select customers, retailers, and media will experience a preview of the House of Brands brought to life.
