Georges Kern, the visionary behind Breitling's House of Brands, recently shared his strategic outlook during Dubai Watch Week, shedding light on the future trajectory of Breitling and the re-emergence of heritage brands Gallet and Universal Genève. Despite facing a tumultuous global economic landscape, Kern remains steadfast, emphasizing the critical role of innovation and direct engagement with collectors in shaping his brands' revival. His approach signals a departure from conventional industry practices, focusing on strategic launches and a curated brand portfolio.
Insightful Dialogue at Dubai Watch Week: Kern's Vision for His Brand Portfolio
In a revealing conversation held amidst the vibrant backdrop of Dubai Watch Week, Georges Kern outlined his ambitious plans for Breitling, Gallet, and Universal Genève. Kern, known for his dynamic leadership, acknowledged the prevailing economic headwinds but expressed unwavering confidence in his strategy. He detailed the imminent return of Universal Genève, slated for an April launch, followed by Gallet's reintroduction at Geneva Watch Days in August. This staggered approach is designed to ensure each brand receives adequate market attention and establishes its unique identity within the competitive luxury watch sector.
Kern underscored the importance of collector input, revealing that an advisory board comprising 40 passionate enthusiasts helps him navigate potential missteps. This collaborative model, he believes, is crucial for revitalizing brands with rich histories like Universal Genève, which has generated an unprecedented level of positive anticipation. He highlighted that Universal Genève boasts a historical depth and product legacy that few dormant brands can match, featuring iconic models such as the “Nina” and various Compax iterations. Kern is committed to positioning Universal Genève as a “super cool” brand, challenging traditional notions of luxury and promising market surprises in 2026.
Addressing the re-launch of Gallet, Kern acknowledged its distinct market positioning, aiming for a more niche distribution compared to Breitling. He emphasized the strategic advantage of leveraging Breitling's extensive global boutique network for Gallet, positioning it as an accessible luxury offering manufactured under the Breitling umbrella. This synergy, detailed on the watches' case backs, ensures a broad and competitive distribution previously unachievable for a brand in its price segment. Kern also clarified the decision against immediate chronometer certification for Gallet, citing cost implications that would elevate prices beyond the target accessible luxury segment, though he left open the possibility for future certification.
Kern also candidly discussed the concept of a “House of Brands,” distinguishing it from the traditional group structure he prefers to avoid. He sees his enterprise as a focused, curated collection rather than a sprawling conglomerate. This approach allows him to maintain direct control and make agile decisions, a luxury often absent in larger corporate structures. His long-term financial aspiration for Universal Genève is to achieve a turnover comparable to Breitling's, while Gallet is envisioned for a more selective distribution. Ultimately, Kern's strategy is about smart growth, strategic market positioning, and deeply understanding and catering to the desires of watch enthusiasts.
Georges Kern's strategic vision for his House of Brands reflects a profound understanding of the luxury watch market's complexities. His proactive engagement with collectors, combined with a clear differentiation strategy for each brand, signals a promising future. By carefully curating product offerings and leveraging existing distribution channels, Kern is not merely relaunching heritage brands but is redefining what a modern, successful watch group can be, proving that strategic agility and consumer-centricity are paramount in an ever-evolving industry.