After decades out of the spotlight, Universal Genève returns in 2026 with a clear and ambitious vision.
Founded in 1894 and recognised as one of the great houses of Swiss watchmaking, the brand is now entering a new era – not as a mere re-enactment of the past, but as a contemporary affirmation of identity and creativity.
This rebirth is the result of several years of strategic and creative rebuilding. Universal Genève re-emerges with collections developed entirely from scratch, including new in-house movements – a rare feat in today’s industry. Rather than simply dusting off archives, the brand is repositioning itself through a central concept: Le Couturier de la Montre. Much like a haute couture designer, it proposes an approach where form and function coexist in perfect balance – what it calls functional beauty.
This philosophy translates into a new aesthetic and technical language. The watches are designed to be both mechanically precise and expressive in design – robust in function, yet possessing a strong visual identity. A vision that seeks to occupy a space between tradition and innovation, between the classic and the creative.
The new collection reflects this ambition. Iconic models such as the Polerouter or the Compax return in reinterpreted forms, retaining their historical codes but adapted to contemporary demands. At the same time, bolder and more artistic designs emerge, exploring watchmaking as an object of expression rather than merely a means of measuring time.
Founded in 1894 and recognised as one of the great watchmaking houses, this balance between heritage and modernity is, in fact, one of the key aspects of the relaunch. The brand has sought to involve collectors and experts in the development process, ensuring authenticity and relevance in a highly demanding market.
In Portugal, this new chapter can be followed through David Rosas, the exclusive retailer for Universal Genève. A partnership that reinforces the brand’s positioning in the fine watchmaking segment and ensures a personalised experience for local customers. After almost three decades of absence, Universal Genève returns with a solid, structured and clearly future-oriented offering.
This is not merely a comeback – it is a redefinition.
Time, now, is once again being shaped with intention.
