Gerald Genta Will Be Back As A Stand-Alone Brand, With Jean Arnault and LFT Louis Vuitton On Top

Only a week ago, we’ve seen the comeback of yet another legendary name, Daniel Roth, and the introduction of the first watch of the new era. Behind the project is no other than Jean Arnault, fifth and last child of luxury giant Bernard Arnault, owner of LVMH, back up by the master watchmakers of La Fabrique du Temps Louis Vuitton. There is another brand that has once been owned by Bulgari (just like Roth) that is about to comeback as a stand-alone brand, and it’s that of a legend of the watch industry, Gerald Genta. And LFT Louis Vuitton and 24-years-old Arnault are again behind this resurrection, as reported by Nick Foulkes for the Financial Times.

As Foulkes explains, Arnault father and son discussed watchmaking and the name Genta came up in a conversation, re-discovering that the LVMH Group was owning it, under management of Bulgari, yet relatively dormant in the past 20-plus years. Which lead to the decision to revive the brand, “Arnault is relaunching the brand. Gérald Genta will be revived and operated as a standalone brand that will be manufactured at La Fabrique du Temps, LVMH’s state-of-the-art watchmaking factory in Switzerland,” says Foulkes. Madame Genta, the widow of the legendary designer, is backing up the whole process, giving her green light on the relaunch, while continuing her task of securing the legacy of her husband.

For now, few details have been given by the parties at stake, but it is said in the story of Nick Foulkes that further details will be announced later this year with the first models of the Gerald Genta brand to be revealed in 2024. Also, it is said that the brand will focus on high-end watchmaking and forward-looking conception, not vintage revival.

For more details, please consult the story published by the Financial Times here.