The BREVA name is well-known in watch-collector circles, and although it disappeared from the radar for a while, it has now made its long-awaited return. The well-regarded watch brand is back with a fresh take on Italian elegance paired with Swiss precision and will reveal its new lineup during Watch Week 2025 at Villa Sarasin in Geneva.
The rising mist over the serene waters of Lake Como inspires BREVA GENEVE, a brand that creates timepieces that blend Swiss horological mastery with understated Italian sophistication. Designed for everyday wear, these exclusive pieces feature refined finishes at accessible prices, breaking away from the notion of collector’s watches, most of which never see the light of day because they are confined to collectors’ safes.
With its relaunch, BREVA GENEVE is reaffirming its dedication to Swiss haute horlogerie, which is enriched with a contemporary edge. The brand’s creations stand out for their impeccable technical quality and their innovative approach to displaying complications, transforming traditional complications into aesthetic and emotional experiences.
For 2025, BREVA GENEVE is introducing a collection that epitomises elegance, functionality, and refinement. Its inaugural model will use rose gold, while future creations will explore new finishes and material variations, all remaining true to the spirit of BREVA.
At the forefront of BREVA GENEVE’s revival is Julien Haenny, a seasoned expert with over two decades of experience in haute horlogerie. Julien previously held the CEO position at Anonimo and Vulcain and will bring his vision along with being ‘hands-on’, which has been his hallmark.
His expertise, which was honed at the MGI Luxury Group, Jaeger-LeCoultre, and TechnoMarine, spans marketing, communications, distribution, products, finance, and overall business management.
After two years leading Marketing and Communications for the independent watchmaker HYT, Julien naturally transitioned to relaunch BREVA GENEVE, where he could utilise his deep industry knowledge.
“Our goal is to create timepieces meant to be worn and cherished daily, not hidden away in safes,” said Julien.
BREVA GENEVE wants to be looked upon as more than just a watch brand; it is a philosophy. Each of its creations invites you to slow down, savour life’s fleeting moments, and embrace the connection between past and future.
Just as each of its timepieces opens a window into a meaningful universe, where every detail tells a story, BREVA GENEVE honours those who seek the exceptional and wish to wear not just a watch but a piece of history, craftsmanship and dreams.
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