Dear friends of IWS, there is something magical about Universal Genève watches, a soul that transcends the simple mechanism that powers them to become pure poetry. Every case, every dial, every movement, tells a story of innovation, elegance and savoir-faire, elements that have made this brand a benchmark for the most refined collectors. With its recent acquisition by Breitling, Universal Genève is preparing for a new chapter, a long-awaited comeback that reignites the passion of those who have always cherished its myth.
Discovering Universal Genève with Bernardini Milano
Founded in 1894, Universal Genève has always represented excellence in Swiss watchmaking. A pioneer in chronograph complications, it has distinguished itself with refined creations beloved by enthusiasts and connoisseurs. Over the years, iconic models such as the Compax, the Polerouter designed by Gérald Genta and the Tri-Compax have set new standards, combining high mechanical performance with timeless aesthetics.
Today, with the relaunch of the brand, a new journey begins. To celebrate its greatness, we decided, together with Bernardini Milano, one of the world institutions of watch collecting, to dedicate a series of exclusive videos to the maison, with a tribute to its legacy and an invitation to rediscover its beauty. There was no better place than the exclusive boutique founded by Max Bernardini: within the walls of this temple of watchmaking, Universal Genève has always had a special place, with unique pieces that have made generations of collectors dream.
In the first episode of the series, we explore the brand’s origins and evolution through the eyes of Pietro Giuliano Sala, a key figure in the rediscovery of Universal Genève. His philological work, collected in a visionary book written in an era devoid of the Internet and social media, has been an invaluable guide for those who have delved into the world of collecting.
But Universal Genève is not only history. It is also the pleasure of discovery, of research, of the ability to recognize the beauty hidden in a perfect dial, in a case of impeccable proportions. And who better to recount this emotion than Max and Mauricio of Bernardini Milano, the main characters of the second episode? Their experience with the brand shows how the most precious treasures are often before everyone’s eyes, but which only a few can truly recognize.
The third episode of the series is a dialogue between past and future, between an experienced collector and a young enthusiast. The former, after years devoted to haute horlogerie, has rediscovered in Universal Genève the same attention to detail and technical mastery that characterize the big names in the industry. The second, on the other hand, found in this very brand his gateway into the world of collecting, a starting point that turned into a genuine passion. As I often repeat, the romantic side of watchmaking, namely vintage, is the direct gateway to passion and love for this fantastic world. I think you will also agree.
Through their comparison, the distinctive traits that make Universal Genève unique emerge: the search for the perfect balance between aesthetics and mechanics, the ability to innovate without betraying tradition, and the feeling that each watch is not just a timepiece, but a fragment of history to be treasured.
Collecting is a journey that has no real end. Each discovery brings with it new questions, each piece acquired is the starting point for a new quest. With this series, we have told Universal Genève through its protagonists, its most iconic creations and its lesser-known stories. But the rest of the story is in the hands of those who will continue to love it, collect it and make it live on through time.
Because Universal Genève is not just a brand: it is an idea, an emotion, a legacy that continues to pulse on the wrist of those who can recognize true beauty.
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