A LOGO WITH A STORY

A logo is much more than just a brand signature. It's a statement, a promise, a story in miniature. For Universal Genève, redesigning its logo wasn't about recreating the past, but distilling more than a century of history into a symbol that's both new and familiar. The result? An emblem with a past, a future and a very elegant "U".

Our story begins in Le Locle, Switzerland - a modest beginning for a brand with universal ambitions. Twenty-five years later, Universal Genève has moved to Geneva, the heart of the Swiss watch industry. To symbolize this move, the founders drew inspiration from Geneva's iconic coat of arms to create a timeless emblem with an original twist.

They then noted with surprise that the outline of this coat of arms formed an elegant, sober and, in the end, truly "Universal" U.

This U took center stage in the decades that followed. In the 1960s, the full company name was attached, a touch of grandeur in keeping with the times. The logo even adapted to the 1970s, when bell-bottom pants and bold designs took over the world.

Then came a return to greater simplicity, with the logo evolving into a streamlined U with curved lines. Discreetly confident and naturally modern.

Today, the Universal Genève signature has once again been redesigned to combine the best of its history: the pointed U, the full name and the iconic sinuous lines. It's a balance between precision and personality, a logo that pays homage to the past while welcoming the future with open arms.

The new Universal Genève logo is much more than a simple update. It's a dialogue between eras, an ode to ingenuity and refinement. Sophisticated yet playful, it reflects the essence of the brand's slogan, "Le couturier de la montre". A reminder that, while styles may evolve, true elegance endures.