Louis Vuitton Announces The Revival of The Legendary Artist’s Brand - Gerald Genta.
5 min read
After the revival of Daneil Roth, LVMH now plans to resurrect the iconic brand Gerald Genta. Evelyne Genta (the watchmaker's widow) and the young idealist Arnault Jean have announced the revival of the Genta name with the help of *La Fabrique du temps, Louis Vuitton.
Gerald Genta till today is recognised as one of the most prolific watch designers of the 20th century. Responsible for around 100,000 watches, Genta first and foremost considered himself to be an artist who designed watches and rightly so. In his early days, however, Genta’s work was exemplified by distinctly detailed hour markers and chapter rings on the Universal Geneve Polerouter and the Omega Constellation (1950’s). But the watches that truly defined the Genta name were created just around the quartz crisis. In 1972, inspired by a driving helmet, Genta gave us one of the most desired watches today - the Royal Oak. Four years later he casually sketched out the Nautilus on a paper napkin for Patek Philippe and the rest is history. He is responsible for some of the most hyped and desired timepieces today such as the Royal Oak, the Nautilus and the Ingenieur.
In 1969 Genta set up his own brand, one that only took off in the early 80’s. But by 1994 Genta had arrived with the then most expensive and complicated wristwatch - a grande and petite sonnerie carillon with a Westminster chime and four hammers and gongs, a tourbillon, a perpetual calendar and dual power reserve indicators.
Post the 1997 Financial Sales Crisis, Bvlgari acquired Gerald Genta from Singapore retailer The Hour Glass and launched a few limited editions, the most notable one being the Arena Retrograde Mickey Mouse.
But Genta is more than just the Royal Oak, the Nautilus as Evelyne Genta rightly pointed out in her interview with the Financial Times recently. Now as LVMH announces the relaunch of this artist's watches, what can we expect? From what we have understood, one-to-one renditions are not an option. Arnault mentioned reviving Genta’s detailed drawings from the past and adapting them to the 21st century, of course keeping the volumes low and focusing on high watchmaking.
With the first few pieces being made available in 2024, we can expect more details later this year. We surely are looking forward to some high complications and craftsmanship the Genta way. Stay tuned for more…
La Fabrique du Temps Louis Vuitton
*In its quest for the highest level of craftsmanship, innovation, and creativity in the art of high-end watchmaking, Louis Vuitton brings the world’s most skilled artisans together at La Fabrique du Temps Louis Vuitton in Geneva. With the creation of this state-of-the-art workshop in Switzerland, Louis Vuitton is dedicated to combining a watchmaker’s independent creativity with the dynamics of a great Maison by providing a high-tech environment that allows for imagination to flourish.
Since the creation of the first Louis Vuitton watch in 2002, quality has been an absolute and unquestionable priority when it comes to design, manufacturing, production, assembly, and finishing Louis Vuitton's entirely Swiss-made watches. The Maison defines the highest standards for the smallest components, whether they are visible from the outside or hidden deep inside the case, with several of its finest timepieces earning the prestigious independant seal of the Poinçon de Genève.
