In a comeback that watch fanatics have been lengthy dreaming of, watchmaker Breitling has introduced its acquisition of Common Genève and in doing so, marking the revival of the Swiss watchmaking Icon. Lengthy recognized for its famend horological artistry, revolutionary in-house actions and legendary fashions Common Genève was as soon as hailed because the “couturier of watchmaking”. Nevertheless, the appearance of the quartz disaster considerably challenged the corporate, marking a shift in its trajectory. With Common Genève acquisition from the Hong Kong primarily based Stelux Group, Breitling goals to revive the storied model to its former glory, grounding the model in its Swiss custom whereas protecting it poised for up to date relevance.
In response to Joseph Wong, chairman and CEO of Stelux Group, the administration at Breitling has demonstrated that it’s one hundred pc dedicated to making sure that Common Genève lives on, not simply in title however in spirit. “Rebuilding a model with such a wealthy narrative shouldn’t be a fast endeavor—it’s a meticulous labor of affection that we anticipate will unfold over the approaching years. A devoted crew can be introduced on board to permit Breitling and Common Genève to function as separate maisons,” defined Georges Kern, CEO of Breitling. Kern additionally defined {that a} devoted crew can be introduced on board to permit Breitling and Common Genève to function as separate maisons.
Common Genève has wealthy histroy since its founding in 1894 however it was the model’s technical prowess within the early to mid-Twentieth century that noticed Common Genève rise to prominence. Within the Nineteen Twenties, Common Genève’s crafted the reversible Cabriolet, a primary of its sort. The Nineteen Forties noticed the model go from producing elegant girls’s cocktail watches and revolutionary males’s jewellery timepieces to providing a formidable number of its Compax chronographs with manufacture actions, together with the legendary Tri-Compax full calendar launched to have a good time the model’s fiftieth anniversary.
Within the Nineteen Fifties, the model launched a revolutionary self-winding motion generally known as the Microtor. Commissioned from a 23-year-old Gérald Genta, The Polerouter watch was designed to face up to any local weather, from the pole to equator. Within the Nineteen Sixties, the model efficiently relaunched its Compax collection as sports activities watches and in 1966, Common Genève launched the world’s flattest automated motion in its Golden Shadow.
As Hodinkee stories, Breitling CEO Georges Kern has invaluable expertise in revolutionising a model as since heading Breitling in 2017, gross sales have surged, turning into one of many 10 largest Swiss manufacturers by income. In 2022, gross sales approached USD 1 billion, rising about 40 p.c year-over-year based on Morgan Stanley. With Common Genève’s wealthy historical past in thoughts, Breitling now has a pivotal position in restoring the status of a hallowed title on the earth of luxurious timepieces.
For extra on the most recent in luxurious watch reads, click on right here.
