On November 15, Universal Genève celebrated a special occasion: the 70th anniversary of the Scandinavian Airlines System’s (SAS) historic first flight from Copenhagen to Los Angeles, a route that ventured over the North Pole.
This occasion was marked by the launch of three 35-mm Polerouter SAS tribute watches, serving as a prelude to Universal Genève’s anticipated revival.
During this memorable event, we had the opportunity to sit down with Gregory Bruttin, the newly appointed Managing Director of the brand.
Challenges and Future Goals
Bruttin recognized the challenges that come with his new role, aware of the high hopes placed upon him by clients and collectors alike.
Yet, he views this responsibility as an exhilarating challenge—one that calls for a nuanced approach to honor the brand’s rich heritage while also engaging with modern design innovations.
When we discussed the hurdles he faces, Bruttin pointed to the intricacies involved in developing a robust movement.
He underscored Universal Genève’s legacy as a pivotal supplier for various watch brands, which raises the stakes for crafting a movement that is both visually stunning and reliable.
Bruttin revealed that the company aims to make a significant return in 2026, aiming to introduce its own movement as a tribute to its legacy.
Collector Input and Advice
As for the brand’s future collections, Bruttin explained that they are currently navigating their path forward.
The initial step involves selecting a movement that personifies the essence of Universal Genève.
He highlighted that the brand is home to several iconic models, such as the Polerouter, Compax, Tri-Compax, Golden Shadow, Dual Time, Cabriolet, and Uni-Compax “Big Eye.”
Bruttin emphasized the crucial input from collectors in shaping the brand’s direction.
To better harness this feedback, Universal Genève established an advisory board comprising handpicked collectors who contribute invaluable perspectives.
He expressed his deep appreciation for the knowledgeable collector community and the distinctive pieces they bring, which significantly inform the brand’s decision-making process.
When asked for advice on starting a collection, Bruttin recommended the Polerouter as an excellent option, noting its current attractive pricing.
He believes that this model embodies the spirit of Universal Genève, offering both familiarity and appeal.
Cultural Collaboration and Personal Journey
A notable aspect of the brand’s commitment to craftsmanship lies in its collaboration with Laurent Jolliet, the last chainmaker in Switzerland.
Bruttin shared that funds from a recent auction of a white-gold Polerouter would support CFP Arts, where Jolliet educates aspiring artisans.
This partnership reflects their shared goal of preserving Swiss watchmaking artistry, resonating with the brand’s motto, “Le Couturier de la Montre.”
Looking back on his own path into the world of horology, Bruttin revealed that creativity has always been a significant motivator in his life.
He sought a career that allowed him to unite creativity with tangible results, ultimately leading him to watchmaking.
He noted a noticeable shift in the industry, mentioning the rising demand for timepieces that not only showcase creativity but also deliver practicality and reliability for modern consumers.
Bruttin’s affinity for Universal Genève ignited at just 17 years old when he acquired a Universal Genève Caliber 215.
He praised this movement for its innovative design, which beautifully showcases craftsmanship while cleverly incorporating the oscillating mass.
His enduring love for the brand has forged a strong emotional bond that drives his passion to this day.
For those interested in an in-depth look at Universal Genève’s initial tribute watches, further details can be found here.
Source: Watchtime