Breitling Announces House of Brands

The Dubai Watch Week has become an influential stage in contemporary horology, and this year, Breitling used the platform to reveal a defining new chapter. On November 19, CEO Georges Kern introduced the House of Brands, a portfolio uniting the three historic watch maisons under a long-term strategy. The goal is to build a carefully balanced, agile portfolio that spans a wide range of price points and lifestyles. Each brand retains its own identity and cultural relevance, while together they are to represent a full spectrum of contemporary luxury. Kern describes the initiative as a curated approach designed to meet the evolving expectations of collectors and enthusiasts who experience watchmaking in increasingly diverse ways. To mark the occasion, Breitling opened a dedicated two-story pavilion at Dubai Watch Week, covering nearly 400 square meters. Inside, select guests were given an early look at the House of Brands brought to life—a preview of what awaits in 2026 as Universal Genève and Gallet begin their new chapters.

Universal Genève will occupy the ultra-luxury tier of the portfolio as a distinct marque. Long regarded as the "watch couturier," the brand is known for its artistic approach and collaborations with master craftspeople. Its legacy includes the iconic Polerouter designed by a young Gérald Genta and the revered Compax chronographs. Universal Genève’s return aims to elevate the artisanal side of the industry while exploring new creative territory. Read more about the brand's strategy in this interview with Gregory Bruttin.

Gallet, positioned in the entry-luxury segment, will officially relaunch in autumn 2026. With roots stretching back two centuries, the brand built its reputation on reliability in demanding environments, from aviation fields to mountain expeditions. Its history is tied to milestones such as the stopwatch used by the Wright brothers during their first flight and the Flying Officer, the world’s first chronograph designed to track multiple time zones for early commercial pilots. Manufactured by Breitling, Gallet will launch through Breitling boutiques and select multi-brand retailers, offering adventure-ready designs with accessibly positioned Swiss craftsmanship.

To learn more, visit Breitling, here.