1897
Louis Berthoud arrives
After Descombes’ passing, Perret promotes his business-savvy accountant, Louis Berthoud, to partner. A year later, the pair presents the Universal Watch Extra, a chronograph with a 30-minute counter.
A NEW EMBLEM FOR A STORIED LEGACY
A Symbol that Bridges Past and Present
Universal Genève was founded in Le Locle, Switzerland, before relocating to Geneva 25 years later. To honor their new home in the heart of the Swiss watchmaking industry, the founders adopted the iconic shield of Geneva.
In both shape and form, the shield naturally resembled the letter “U”, making it a fitting symbol for Universal Genève. As the brand evolved, the shield became a mark of distinction, symbolizing the company's commitment to design and watchmaking excellence—guiding it well into the future.
Precisely for this reason, the next step was to emphasize Universal Genève’s prominence in the horological space. By outlining the logo with a precise “U” and adding a sharp point at the base, this symbol became integral to the brand, reflecting Universal Genève’s Swiss heritage. These modifications added a stylized touch to a brand that would soon become an emblem of society and fashion.
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By the 1960s, the logo was paired with the full company name. Over time, the design evolved, becoming a simple, clean, curved “U”.
The latest iteration of Universal Genève reflects its rich heritage in concert with the most powerful elements of its history—the pointed “U,” the prominent name, and the signature curved lines.
This is the new identity of Universal Genève—revitalized, yet deeply rooted in the rich heritage of the iconic “Couturier de la Montre.”
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POLEROUTER
Gerald Genta’s iconic 50’s design for the Scandanivan Air Service as they pioneered a new route from Europe to the USA via the North Pole
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HALLMARKS OF DESIGN
THE ICONS
From the reversible Cabriolet and globetrotting Polerouter to the beloved Compax and refined Tri-Compax, explore the features that have made Universal Genève’s watches stand the test of time.
MAGAZINE
A NEW CHAPTER BEGINS
Introducing UG Magazine, where Universal Genève’s legacy and future converge. Discover the stories, people, and timepieces that define this iconic brand, from past milestones to what lies ahead.
A COLLECTOR’S PASSION WITH AURO MONTANARI
Famous in watch circles for writing historical watch books under his alias John Goldberger, Auro Montanari has been a vintage watch collector for more than 45 years. Universal Genève is one...
A NEW EMBLEM FOR A STORIED LEGACY
Universal Genève unveils its new logo, a symbol that bridges past and present. Read about the process behind its creation.
RAOUL PERRET: FROM CRISIS TO “WATCH COUTURIERR”
Meet the visionary whose leadership, innovation, and creativity shaped the timeless pieces that secured Universal Genève its place in the history books.
Reversible Case
The Ideo’s reversible case allows the watch face to be flipped over, protecting it from shocks and scratches, providing both practical benefits and a novel twist to traditional watch design.
1897
Louis Berthoud arrives
After Descombes’ passing, Perret promotes his business-savvy accountant, Louis Berthoud, to partner. A year later, the pair presents the Universal Watch Extra, a chronograph with a 30-minute counter.
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