The new emblem of an exceptional heritage

Universal Genève was founded in Le Locle, Switzerland, before relocating to Geneva 25 years later. As a tribute to their new address in the heart of the Swiss watchmaking industry, the founders adopted the famous Geneva coat of arms.

By its shape, the coat of arms naturally evoked the letter "U", a symbol that seemed tailor-made for Universal Genève. As the brand evolved, the coat of arms became a distinctive sign, representing the company's commitment to design and watchmaking excellence. An immutable landmark that guides it every step of the way.

Precisely for this reason, the next step was to highlight Universal Genève's renown on the watchmaking scene. By tracing a precise "U" around the logo and adding a sharp point to its base, this symbol became an integral part of the brand, reflecting its Swiss heritage. These modifications brought a touch of elegance to a brand that quickly became an emblem of society and fashion.

In the 1960s, the full company name appeared below the logo. Over time, the design of the "U" evolved into increasingly sleek and curved curves.

His latest version reflects the brand's rich heritage, combined with the most powerful elements of its history: its pointed "U", prestigious name and curved lines.

This is Universal Genève's new identity: a brand that is both dynamic and deeply rooted in the rich heritage of the legendary "couturier de la montre".