Universal Genève is relaunching under the House of Brands umbrella, with Gregory Bruttin leading as general manager and technical director. The strategy focuses on "functional beauty," reinterpreting iconic models like the Polerouter with bespoke options and limited production, aiming to be a trendsetter rather than a tribute act. The brand also emphasizes a 50/50 gender split in its clientele and is opening a Geneva boutique designed as an atelier.
- 72-hour power reserve
- 50/50 split between men and women clientele
The relaunch strategy involves bespoke options and capsule collections, aiming for trendsetting rather than mere tribute.
The brand prioritizes "functional beauty," defined by wearable proportions, a quick-release bracelet system, and a 72-hour power reserve.
Reinterpreting icons like the Polerouter involved seven prototypes to identify non-negotiable design elements such as the contrasting flange and twisted lugs.
Universal Genève aims for a 50/50 split between male and female clients, which is a deliberate outcome of their strategy.
The upcoming Geneva boutique is designed to evoke an atelier atmosphere rather than a traditional watch shop.
Gregory Bruttin was initially drawn to the brand by the potential of a micro-rotor movement to achieve thinner watch cases.