Breitling has taken a bold step in the luxury watch industry by unveiling its new multi-brand strategy at Dubai Watch Week. This initiative positions Breitling, alongside newly acquired Universal Genève and Gallet, under what the company calls its “House of Brands” concept. The announcement highlights Breitling’s ambition to evolve the collector experience and redefine how heritage watch brands interact with their audience.
The event, attended by watch enthusiasts, collectors, and media, saw CEO Georges Kern outlining the company’s vision. “It’s not just about selling products,” Kern said. “We are creating a framework that connects collectors emotionally with our brands, offering history, innovation, and experiences together.” This move signals Breitling’s intention to build a unique ecosystem for collectors that goes beyond traditional sales.
Understanding the House of Brands Concept
The House of Brands initiative brings multiple Swiss watch brands under one strategic umbrella while allowing each to maintain its unique identity. Breitling, known for its aviation-inspired watches, will now coexist with Universal Genève, recognized for its historic chronographs, and Gallet, one of Switzerland’s oldest watch manufacturers.
While each brand will continue to operate independently in terms of design and production, the unified strategy allows for shared marketing resources, operational efficiencies, and storytelling across the portfolio. This approach caters to modern collectors who value authenticity, versatility, and heritage in their watch collections.
Georges Kern explained that the initiative aims to celebrate the legacy of each brand while innovating for the future. “We want to offer collectors an emotional connection, where the story behind each watch matters as much as the craftsmanship,” he said. The strategy positions Breitling to appeal to both traditional collectors and a new generation seeking meaningful experiences.
Why Dubai Was Chosen as the Launch Venue
Dubai has become a significant hub for luxury watches and high-end brand launches, making it an ideal platform for Breitling’s announcement. The city attracts sophisticated buyers and collectors who appreciate fine craftsmanship, and it offers a stage where the House of Brands concept can be fully showcased.
Kern highlighted that Dubai provides not only visibility but also the opportunity for collectors to directly engage with the brands. “We chose Dubai because it is a place where luxury is celebrated, and collectors are deeply passionate. It is a market where our portfolio approach can be fully experienced,” he said.
At the event, attendees could explore Breitling’s aviation timepieces, Universal Genève’s chronographs, and Gallet’s heritage pieces side by side. This setup emphasized the individuality of each brand while illustrating how they collectively contribute to a broader vision.
Catering to the Evolving Collector Market
A key motivation behind the House of Brands strategy is the evolution of the luxury watch collector. Today’s collectors are looking beyond individual brands and products; they seek stories, heritage, and investment potential. By bringing multiple heritage brands together, Breitling provides a richer and more dynamic experience.
The initiative allows collectors to explore a diversified portfolio while maintaining each brand’s distinct identity. This approach not only attracts traditional buyers but also appeals to a younger audience that values experiences, history, and personal connection.
Kern emphasized that the focus is on long-term engagement rather than short-term sales. “We aim to create an ecosystem where collectors feel a genuine connection with our brands. It’s about experiences, stories, and trust, not just transactions,” he said.
Benefits for Universal Genève and Gallet
Joining Breitling under the House of Brands initiative offers Universal Genève and Gallet access to modern marketing strategies, operational support, and global exposure. Both brands retain their unique design philosophies and production processes while benefiting from shared resources and strategic guidance.
For Breitling, the acquisition of these heritage brands consolidates expertise in Swiss watchmaking and expands its reach in key markets. The House of Brands approach also allows for greater flexibility in responding to collector trends, limited editions, and collaborations.
This collaborative strategy reflects a broader trend in the luxury watch industry, where heritage brands are seeking innovative ways to stay relevant in a changing market. It represents a new model for sustaining legacy brands while engaging modern collectors.
Emphasizing Storytelling and Experience
At the heart of the House of Brands strategy is storytelling. Each brand has a unique history and legacy, and Breitling aims to highlight these narratives while connecting them to contemporary collectors’ expectations. This emphasis on narrative over purely technical specifications differentiates the initiative from traditional product-focused strategies.
The initiative encourages collectors to see watches not just as objects but as pieces of history, craftsmanship, and identity. Breitling’s approach aligns with the trend of experience-driven luxury, where customers value engagement, education, and authenticity as much as the product itself.
Kern explained that the House of Brands is about creating an emotional ecosystem. “Each brand tells its own story, but together they create a collection that is greater than the sum of its parts. We want collectors to feel part of this journey,” he said.
A New Standard for Luxury Watch Strategy
Breitling’s initiative may set a precedent for multi-brand strategies in the luxury watch sector. By focusing on collector engagement, shared resources, and brand heritage, the company demonstrates that modern luxury is about experiences as much as craftsmanship. The House of Brands model provides a blueprint for how heritage brands can evolve without losing their identity.
The Dubai launch serves as a signal to global markets that Breitling is serious about innovation, history, and collector-centric strategies. By combining heritage, storytelling, and modern engagement, the initiative positions the company and its associated brands as leaders in both luxury and watchmaking culture.
Looking Ahead
The House of Brands initiative marks a transformative moment for Breitling. It is not merely a portfolio expansion but a reimagining of how brands can interact with collectors and enthusiasts. The emphasis on experiences, narrative, and emotional engagement indicates a shift in the industry toward a more holistic approach to luxury.
Georges Kern concluded by highlighting the long-term vision of the initiative. “We are building a journey for collectors. Each brand has its story, and together they create an ecosystem that is truly unique,” he said. With Dubai as the launchpad, the initiative is expected to capture attention worldwide, positioning Breitling and its associated brands at the forefront of innovation, heritage, and collector engagement.
As luxury watch collecting continues to evolve, Breitling’s House of Brands strategy offers a model for success that blends tradition, innovation, and meaningful experiences, providing a compelling future for collectors and enthusiasts alike.
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