Gerald Genta
LVMH Announces the Revival of the Gerald Genta Brand
Having designed more than 100,000 watches, including the Royal Oak, Nautilus, and the Ingenieur, Gerald Genta is arguably the most important watch designer of the 20th century. But he was also a pioneer in independent watchmaking, having set up his own brand in 1969, and creating several significant watches. These include the world’s thinnest minute repeater, standing at just 2.72 mm tall, as well as what was, at the time, the world’s complicated watch: The Grand Sonnerie, with over 1,000 parts, including a tourbillon, perpetual calendar, grande et petite sonnerie with Westminster carillon, and automatic winding.
Bvlgari made a few limited editions with the Gerald Genta in 2019, namely the Arena Bi-retro in platinum, before announcing during Geneva Watch Days 2021 that it would bring back the Genta brand. The inaugural watch was an instantly recognizable Genta, the Arena Retrograde Mickey Mouse.
Importantly, LVMH has received the nod from Evelyne, Mr. Genta’s business partner, and widow, to access Mr. Genta’s archives, which include hundreds of designs that were never realized. This should mean that the new brand will produce watches that respect Mr. Genta’s traditions while surprising the world with new launches that channel the spirit of the original.