The watchmaking landscape has just experienced a pivotal moment. In Dubai, under the sun of a Middle East that has become an essential hub for luxury, CEO Georges Kern officially unveiled House of Brands, a strategic grouping bringing together three legendary names in Swiss watchmaking: Breitling, Universal genève et Gallet.
More than just an institutional launch, it is a vision that unfolds, a new way of interpreting luxury watchmaking where the past inspires the future, and where historical know-how engages in dialogue with the expectations of a rapidly changing international clientele.
A strategic announcement on a global stage
The event could not have found a more symbolic setting than the Dubai Watch Week, today one of the most influential platforms in the sector. Before collectors, journalists and partners, Georges Kern presented a strong and ambitious concept: to bring together three houses under a single banner, each retaining its identity, heritage and aesthetic codes, but united by a common vision.
This new trio of watchmakers now covers the entire spectrum of contemporary luxury. from the accessible to the exceptionalallowing us to address diverse markets, with varying levels of requirements and budgets. A clear, long-term strategy.
« Our ambition is to create something exclusive, tailor-made, and agile.” explains Georges Kern, defining House of Brands as a platform for development, innovation and watchmaking culture.
Breitling, the central axis of the system
A pillar of this constellation, Breitling assumes the role of a pivotal brand. An independent manufacturer producing its own calibers, it bridges the gap between the robust watchmaking tool of Gallet and the artistic expression ofUniversal genèveIt brings solidity, industrial foundation, and historical mastery of the chronograph.
Within Dubai Watch Week, it is in a pavilion of nearly 400 m² on two floors professionals and guests were able to preview the House of Brands structure, a space that is both a showcase and a manifesto.
A clear strategy: to open the door to 360° luxury
House of Brands is not simply bringing together three prestigious names. It marks a repositioning: to offer several entry points into Swiss watchmaking, while preserving the authenticity, craftsmanship and culture of the mechanical movement.
The global market is watching. Rarely has a watchmaking group presented such a fluid, dynamic, and future-proof vision.
Gallet & Universal Geneva, two major renaissances within House of Brands
Beyond the strategic signal sent by House of Brands, two names that collectors thought were frozen in history books are being brought back to life: Gallet, pioneer of the instrumentation chronograph, and Universal genève, one of the most elegant watchmaking brands of the 20th century. Both had been eclipsed by the quartz revolution, but are now returning with a distinct, complementary positioning, and above all, one highly anticipated by the watchmaking community.
Gallet: the legacy of the adventure chronograph brought back to the wrist
At the opposite end of the stylistic spectrum, but with an equally fascinating historical depth, Gallet Gallet returns to embody accessible luxury, designed for practical use, adventure, and human connection. It is one of the oldest Swiss watchmaking houses still in existence, its DNA forged on airstrips, in the cabins of early commercial airliners, and even high in the mountains. Gallet is credited with one of the first chronographs designed for civil aviation pilots, as well as the... Flying OfficerConsidered the world's first chronograph capable of tracking multiple time zones, it was a major technological advancement for its time. And the symbolism is powerful: during the first powered flight in 1903, the Wright brothers used a Gallet chronometer to measure their tests, proof that the brand was already at the forefront of technological progress.
Gallet's revival will take place under the House of Brands banner, with a clear strategy: to offer a robust, useful, reliable watch, built for action. The models will be manufactured by Breitling and distributed through its network of boutiques, a guarantee of production and international visibility that gives the brand a solid foundation for a lasting return to the market. This comeback, planned for autumn 2026, comes at a time when tool watches are experiencing a resurgence of interest among a new generation of enthusiasts who value both functionality and history.
The revival of Gallet is one of the most exciting announcements from the House of Brands, not for its aristocratic prestige but for its authenticity. The brand has always been associated with explorers, aviators, and engineers—a timepiece to be lived, worn, and experienced. By returning with the intention of offering adventure on the wrist, Gallet could appeal to a young, curious clientele, looking for watches to wear rather than keep under glass. Perhaps this is where the strength of this project lies: a desirable, pragmatic, and profoundly human luxury.
Universal Genève: the return of a watch design icon
Universal genève establishes itself as the most prestigious brand of House of Brands, the one that represents artistic excellence and... ultra-luxury within the trio. Long considered one of the pillars of Swiss watch design, the company helped define the modern aesthetic of 20th-century watches. The models that thrill collectors today, from the pole router born from the imagination of the young Gérald Genta to chronographs Compax and Tri-Compax They bear witness to an era when Universal Geneva dictated trends rather than following them. This relaunch has a particular flavor: it does not seek to reproduce the past but to interpret it with sensitivity, creativity, and boldness.
In its new era, Universal Genève will operate as a distinct brand, positioned above Breitling in the price range. The announced approach is resolutely artistic, encompassing haute horlogerie and akin to haute couture, with collaborations with master craftsmen and meticulous attention to detail in finishes, textures, and design. One can envision collections crafted as expressive pieces, designed to captivate the eye as much as the mechanics captivate the mind. The new strategy evokes a reimagined watchmaking, where the creative gesture becomes the driving force, and where each creation can become a statement of identity as much as a timepiece.
While some brands focus on performance or status, Universal Genève seems intent on reclaiming the high-end market through emotion and a culture of beauty. This positioning resonates particularly strongly in a market where collectors now seek rare pieces imbued with history and uniqueness. Universal Genève returns to embody this exclusive, almost confidential dimension, capable of igniting desire in the most discerning connoisseurs. The challenge will be monumental, but the legitimacy is undeniable, and the industry is closely watching this announced return in 2026, hoping to witness the rebirth of a star many thought had faded into obscurity.
With the official return of Gallet et Universal genève Scheduled for 2026, the sector is poised to welcome a revival that many have been anticipating. What if this House of Brands were to become one of the future major hubs of the global watchmaking industry?
One thing is certain : The Swiss watch is about to write a new chapter.
Patrick Koune
