Breitling Buys Watchmaker Universal Geneve in First Major Deal

In a significant development for the watch industry, the long-awaited revival of Universal Genève is finally underway. Partners Group, the primary entity behind Breitling, has acquired Universal Genève from Stelux Holdings, signaling a new chapter for the storied brand. 

Breitling and Partners Group's Acquisition

Breitling CEO Georges Kern has spoken on the excitement and sense of duty that comes with reviving such a historical brand. Alfred Gantner, a key figure in Partners Group and Breitling, echoes the sentiment, emphasizing Universal Genève's revered past: "As excited as we are, we are also fully aware of the task at hand and the profound heritage we are set to uphold."

The shift in Breitling's ownership structure, including the significant stake acquired by Partners Group in 2022, translated into Breitling being valued at a notable $4.5 billion recently, with potential future plans for public listing in the Swiss Stock Exchange in 2027.

More specifcially, the acquisition of Universal Geneve will give Breitling its second major brand in the portfolio.

Universal Genève's Illustrious History

Tracing back to its roots in 1894, Universal Genève's rise to prominence, particularly with its Compax line of chronographs.

The brand's association with prestigious names in the industry, including a nod from the Henri Stern Agency, also played also a key role.

Nonetheless, there were some difficulties faced during the Quartz Crisis, leading to Universal Genève's decline despite attempts at innovation and diversification.

The Revival Strategy

Georges Kern's successful tenure at Breitling can be used as a benchmark for the revival strategy of Universal Genève. His approach, which has significantly elevated Breitling, is set to be replicated in rejuvenating Universal Genève.

The meticulous plan and strategy for the revival involves maintaining distinct identities for both Breitling and Universal Genève, while emphasising the respect for the original brands' narrative and heritage. 

The Legacy and Future of Universal Genève

We should not forget about the Universal Genève's impact on watch enthusiasts and collectors. The enduring appeal of their vintage collections, including notable models like the Tri-Compax and Polerouters,have motivated this acquisition movement too. At the end of the day, Breitling is aiming at the hearts of those enthusiasts too.

"It is a brand that watch enthusiasts have dreamed of seeing make a permanent comeback," added Alfred Gantner, Co-Founder of Partners Group and Chairman of Breitling's board. 

There is a promising future ahead for Universal Genève under the new ownership. The focus on in-house movements and historical homage, while carving a modern identity, is seen as a fitting strategy for a brand with such a rich history in watchmaking.