Story Highlight
– Georges Kern appointed CEO of House of Brands.
– House includes Breitling, Universal Genève, and Gallet.
– Jean-Marc Pontroué replaces Kern as Breitling CEO.
– Universal Genève officially launched; competitive luxury pricing announced.
– Gallet targets affordable luxury market through existing partnerships.
Full Story
Georges Kern has unveiled the organisational framework of House of Brands, where he has recently assumed the role of CEO. His announcement included a lineup of key executives who will lead the group’s operations.
House of Brands encompasses notable watchmakers Breitling, Universal Genève, and Gallet, with plans for Gallet’s relaunch later this year.
Since 2021, the majority ownership of Breitling has been held by Partners Group, a Swiss private equity firm, following a deal that valued the luxury watchmaker at approximately $4.5 billion after acquiring over 50% of its shares.
The establishment of House of Brands was made possible by Partners Group’s acquisition of the dormant Universal Genève and Gallet brands in 2023 and 2025.
Kern’s appointment to the role of CEO at House of Brands has opened a new position at Breitling, which will now be filled by Jean-Marc Pontroué. Pontroué, who previously led Panerai’s operations since 2018, took over the reins in March after his predecessor’s departure.
A seasoned professional within the Richemont group, Pontroué has held various leadership positions, including CEO at Roger Dubuis and holding senior roles at Montblanc.
In light of establishing the House of Brands, which comprises Breitling, the newly launched Universal Genève, and the forthcoming Gallet, Kern emphasized the necessity of enhancing the company’s executive leadership to fuel ongoing growth across all three brands.
Grégory Bruttin has been appointed managing director of Universal Genève after serving 22 years in technical and product development at Roger Dubuis and joining the pre-launch team for Universal Genève as head of marketing, design, and R&D.
Erwan Rossignol, who is currently the global wholesale director at Breitling, will transition to Gallet as managing director at the end of August.
Meanwhile, Thierry Prissert, who has held the position of president for Breitling in the USA and Canada, will step into a non-executive role as chairman of the House of Brands USA board. In this capacity, he will assist with the brand’s growth initiatives and support the introduction of Universal Genève and Gallet in the American market.
Antoine Loron will take over as president of Breitling USA and Canada, currently serving as managing director for Breitling in the Latin America and Caribbean regions. Renato Meier, the marketing director for Breitling USA and Canada, will succeed Loron in his former role.
Most of these executive changes will take effect in May, with the exception of Rossignol’s move to Gallet.
House of Brands has indicated that it may consider expanding its portfolio beyond the current trio of brands, which cater to premium, luxury, and accessible market segments in the watch industry.
The official launch of Universal Genève last week has reignited interest in a brand with a storied legacy dating back to 1894, renowned as “Le Couturier de la Montre.” With collections such as the Polerouter, Compax, and Cabriolet priced between $12,000 and over $50,000, it positions itself competitively alongside prominent names like Jaeger-LeCoultre and Audemars Piguet.
Sales are anticipated to occur through boutiques, potentially in partnership with specialist retail partners via joint ventures or franchise models.
The existing partner network for Breitling is likely to serve as the foundation for the wholesale distribution of Gallet, which is being positioned as an affordable luxury alternative akin to Longines.
