Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

How to Bring Back a Beloved Watchmaker: The Resurrection of Universal Genève

Breitling CEO Georges Kern wanted to add more to his company’s offering to satisfy its private equity ownership. So he dug into history to find one of the watch collecting community’s favourite lost brands.
First introduced under the name Ideo, and later known as the Cabriolet, this watch was born from the avant-garde spirit of the 1930s and was among the first reversible watches.
First introduced by Universal Genève under the name Ideo, and later known as the Cabriolet, this watch was born from the avant-garde spirit of the 1930s and was among the first reversible watches. (Universal Genève)

If you want to start a watch brand, you have three choices, says

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

Is the Luxury Watches Recovery on Hold Again?

In his latest bi-monthly briefing, watches expert Robin Swithinbank examines how the war in the Middle East is weighing on growth prospects and offers a preview of the sector’s flagship annual fair, Watches & Wonders.

Swatch Group vs Morgan Stanley: It’s Time for Transparency

After Swatch Group launched an attack on Morgan Stanley’s influential annual watch report, Swatch-owned Tissot cracks open the door for a glimpse at some numbers and Robin Swithinbank says it’s time a secretive industry came clean on financials.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

How Chanel Became the Hottest Brand in Fashion

As the French couture giant cruised into Biarritz this week, surging interest in its revamp under designer Matthieu Blazy scored it the top spot on the Lyst Index. But could Blazymania go too far?


Building Connection Through Luxury’s Sensory Evolution

Luxury fragrance house Amouage, together with The Business of Fashion, convened leading creatives for an evening of open dialogue on the evolution of the luxury industry — from visual symbol to deeper emotional connection.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

How Chanel Became the Hottest Brand in Fashion

As the French couture giant cruised into Biarritz this week, surging interest in its revamp under designer Matthieu Blazy scored it the top spot on the Lyst Index. But could Blazymania go too far?


Building Connection Through Luxury’s Sensory Evolution

Luxury fragrance house Amouage, together with The Business of Fashion, convened leading creatives for an evening of open dialogue on the evolution of the luxury industry — from visual symbol to deeper emotional connection.


The BoF Podcast | Inside Dries Van Noten’s Venice Manifesto

After stepping back from his namesake brand, Dries Van Noten has opened a foundation in a Venetian palazzo dedicated to craft, beauty, and the things made by hand and soul. BoF's Tim Blanks speaks with the designer about why, in ugly times, making something beautiful is the only real form of protest.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON