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.
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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