Universal Genève’s potential can be easily compared to that of the most important and recognizable watch companies. And I am prepared to die on that hill. 

I decided today to tell you guys about the watch company that made me start selling my collection to have a “100% exclusive Universal Genève” Lineup. I fancy myself to one day be the Moroccan John Nagayama or Alessandro Fanciulli … Those collectors that have a specific reference or model or brand that they chase. And for that they are well known and respected. 

I like committing and being loyal to one thing. And what better thing for me to commit, that the little timekeeping pieces that have been damaging my bank account for as long as I can remember ? ha ha * laughs sarcastically *

Okay, let’s dive into the dreamy world of UG.

  In the vast galaxy of Swiss watchmaking, Universal Genève is a name that might have flown under your radar, but trust me, it’s a name you’ll want to remember. Known for its impeccable innovations and creative designs, UG has quietly ticked its way into horological history, and for the true connoisseurs (my rich friends), it’s considered one of the greats. But let’s rewind for a moment, because this is a story about more than just gears and dials—this is about a brand destined for a comeback, one that could shake up the watch world once again  (it definitely will, trust me).

Founded way back in 1894, Universal Genève began with a pretty universal goal: to make reliable watches. What started as a modest Swiss enterprise quickly became a titan in the world of watch complications—those tricky little features that make a watch more than just something that tells you it’s lunchtime. By the 1930s, Universal Genève was a pioneer in creating chronographs, once made for race car drivers, now worshiped by the finance bros and something so synonymous with the Rolex Daytona.

The Universal Genève Tri-Compax. Simply, a masterpiece. Launched in 1944, a chronograph packed with a full calendar and a moonphase indicator, all housed in an elegant yet robust design. Think of it as the Swiss army knife of watches—except, you know, fancier and with a lot less legal consequences. This piece became a darling of the mid-20th century, beloved by both collectors and, oh yeah, famous faces like Harry Truman. (Ever heard of him? The US president)

Universal Genève pushed the boundaries of design, partnering with legendary designers like Gerald Genta—the godfather of modern watch aesthetics. Genta, who would go on to create some of the most iconic watches in history (think Audemars Piguet’s Royal Oak and Patek Philippe’s Nautilus), cut his teeth designing for Universal Genève. His Polerouter model is now the stuff of watchmaking legend. Sleek, bold, and dripping with mid-century charm, it was a symbol of the jet age—a watch for globetrotters with style to spare.

However, like many greats, Universal Genève hit a few bumps in the road. The Quartz Crisis of the 1970s—when cheaper, more accurate quartz watches from Japan flooded the market—was a canon event that rocked the entire Swiss watch industry (Got that Spider Verse reference ?). Yet Universal Genève, despite its stellar reputation, found itself struggling. The brand eventually faded from the spotlight, leaving behind a legacy that only the true watch geeks held onto like a secret treasure. To me, the definition of gatekeeping in the watch community is synonymous with Universal Genève. Ask a watch lover about UG in 2020 and see how they react… “UG ? yea that’s just a failed Genta project bro”

Fast forward to today, and it’s like we’re living in the golden age of vintage watch appreciation. Universal Genève is being rediscovered by a whole new generation of collectors who are beginning to understand just how influential this brand was—and still could be. These timepieces, many of which are still surprisingly affordable for their historical significance, are like diamonds in the rough. The brand’s vintage watches are cropping up more and more at auctions, and those who know the name are snapping them up faster than you can say “polerouter.”

So, what’s next for Universal Genève? A revival. One that was announced last week. And I remember getting my press email and literally jumping out of my seat to call EVERYBODY I know.

The hype is real, and we’re just as eager as you are to see what that looks like. With its rich history and iconic designs, it’s not hard to imagine Universal Genève once again gracing the wrists of tastemakers and trendsetters.

And here at the Time-Telling Magazine, we’ll be keeping a close eye on that revival. Whether it’s tracking down the best vintage models or bringing you news about their new releases, we’ve got you covered. So, if Universal Genève isn’t already on your radar, it’s time to change that. Because this isn’t just a watch company—it’s a legacy that’s about to start ticking again, and we’ll be there to tell you all about it.

See you in the comments !