Third Time’s A Charm: Favre Leuba's Triumphant Return
3 min read
A significant number of historic Swiss watch brands have been experiencing a revival in recent years. The recent announcement of the return of Favre-Leuba, coinciding with Geneva Watch Days 2024, marks the reemergence of one of the world's oldest active watch brands, with origins dating back to 1737. Although this is not the first time the brand has released timepieces since its sale by the original family in 1985, the introduction of 22 new models across three collections represents a decisive and ambitious move to reestablish its prominence in the realm of Swiss watchmaking. For the third time since 1985, Favre Leuba is proving that time waits for no one—but it always comes back.
Founded in 1737, Favre Leuba holds the distinction of being the world's second-oldest watch brand. It was the first Swiss watchmaker to establish a presence in India, beginning in 1865, with its timepieces sold across British India, including cities like Bombay, Calcutta, and Rangoon. From the 1950s to the 1980s, Favre Leuba's offerings—ranging from elegant wristwatches to robust alarm clocks, often made in collaboration with the French company JAZ—became a common fixture in Indian middle-class households, almost as ubiquitous as the Godrej almirah.
Today, led by industry veteran Patrik Hoffmann, Favre Leuba's revival is supported by seasoned watchmaking experts and significant investments. Given the brands strong connections with India, the company has been acquired by KDDL, parent company of Ethos Ltd. via its subsidiary in Grenchen - Silvercity Brands.
“Favre Leuba is not just a watch brand; it's a symbol of resilience and innovation for the entire watchmaking industry. We honor our past and our collective heritage while embracing the future, creating watches that embody the pioneering spirit of our founders,” explains Patrik Hoffmann, CEO of Favre Leuba. "The relaunch of Favre Leuba marks an extraordinary transformation. With a team of seasoned experts and an ambitious strategic vision, we are determined to restore this legendary brand to its rightful place in the global watchmaking landscape."
Under the leadership of Hoffmann, Favre Leuba is embarking on a new chapter, driven by an ambitious roadmap and a robust relaunch plan. The brand's commitment to producing several thousand timepieces annually within three years is illustrated by the introduction of 22 new references, with prices ranging from 2,250 to 4,375 CHF. This range underscores Favre Leuba's dedication to delivering exceptional value and craftsmanship. The relaunch includes three distinct watch families, each featuring movements supplied by La Joux-Perret, a renowned Swiss movement manufacturer owned by Citizen, reflecting a remarkable depth and breadth rarely seen in a brand's resurgence. As Favre Leuba positions itself as a global commercial brand, it is poised to compete with industry majors while staying true to its rich Swiss heritage, re-energizing and reinventing itself to reach new horizons.
From its founding by master watchmaker Abraham Favre in 1737 to pioneering innovations like the Bivouac and Bathy, Favre Leuba's history reflects a relentless pursuit of excellence. Throughout the centuries, the brand has consistently pushed boundaries, whether through groundbreaking collaborations with the legendary Breguet or by crafting timepieces favored by explorers and adventurers. As Favre Leuba continues to build on this storied legacy, we eagerly anticipate what the next few years will bring.
