Why go so big with the initial launch? Kern tells us that it gave them a chance to emphasize the full breadth of Universal Genève’s potential (and what it will be in the future). A big part of this “Le Couturier de la Montre,” Universal’s historical motto, emphasizes the unique and purposeful couture approach that sets the tone for what the brand was and will be in the future.
At the top of the brand’s commercial pyramid is the “couture” segment. Highly decorated, artful, leaning on gemsetting, unique interpretations of the heritage, materials, and more—the brand took the “Couturier” label seriously. Next comes the capsule collection, featuring stone dials that elevate the icons to new heights and take the brand upmarket, going toe-to-toe with some recognizable big names in watchmaking. And at the other end of the brand’s restored range—but no worse for it—is the Prêt-à-Porter collection. That’s all the things that vintage lovers like me want, plus some of them with twists that reach new audiences.
If all this gets you excited about the future of Universal Genève, you’re not alone, and I highly recommend you click play and get an inside look at what it takes to fully relaunch a cult classic brand in 2026.
Benjamin Clymer
2026-05-01 17:00:00