What's Happening?
The Gérald Genta brand, renowned for its iconic watch designs, is experiencing a revival under new ownership. At the LVMH Watch Week 2026 in Milan, the brand unveiled two new 38mm Geneva Time Only watches,
marking a continuation of its legacy. These models, the Marrone and Grafite, are priced at CHF 25,000, making them more accessible compared to the CHF 320,000 Minute Repeater introduced in 2025. The revival began in 2023 with the launch of the Oursin collection, and the new designs draw from Gérald Genta’s aesthetic, featuring rose and white gold cases with distinctive dials. The watches are powered by the automatic caliber GG-005P, derived from the Zenith Elite caliber, and are noted for their slender design and vintage-inspired details.
Why It's Important?
The revival of the Gérald Genta brand is significant for the luxury watch industry, as it reintroduces a revered name known for its innovative designs. This move by LVMH, which acquired the brand as part of its acquisition of Bulgari in 2011, aims to capitalize on the enduring demand for Genta’s designs. The introduction of more accessible models could broaden the brand’s appeal and attract a new generation of collectors. This strategy reflects a broader trend in the luxury market where heritage brands are revitalized to tap into both nostalgia and contemporary consumer preferences. The success of this revival could influence other luxury brands to explore similar strategies.
What's Next?
The new Gérald Genta watches are set to arrive in boutiques soon, and their reception will likely influence future releases. LVMH may continue to expand the brand’s offerings, potentially introducing more models that blend classic design with modern technology. The watch industry will be watching closely to see how these new models perform in the market, particularly in terms of sales and collector interest. Additionally, the brand’s success could lead to further collaborations or innovations within the LVMH portfolio, leveraging the expertise of its other luxury watch brands.
Beyond the Headlines
The revival of the Gérald Genta brand also highlights the cultural significance of preserving and celebrating design legacies. Genta’s influence on watchmaking is profound, with designs like the Audemars Piguet Royal Oak and IWC Ingenieur SL remaining iconic. This revival not only honors Genta’s contributions but also underscores the importance of heritage in luxury branding. It raises questions about how brands can balance innovation with tradition, and how they can engage with both long-time enthusiasts and new audiences. The success of this revival could set a precedent for how other dormant or underutilized luxury brands are managed in the future.
