Podcast Summary: The Real Time Show – "Time To Watches: Breva Geneve"

Release Date: May 22, 2025
Hosts: Rob Nudds & Alon Ben Joseph
Guest: Julien from Breva Genève

Introduction to Breva Genève

In the latest episode of "The Real Time Show," hosts Rob Nudds and Alon Ben Joseph welcome Julien from Breva Genève to discuss the revival of the esteemed watchmaking brand. The conversation unfolds in the serene setting of the Villa Sarasan’s glass igloo, providing a picturesque backdrop that highlights Breva Genève’s elegant timepieces.

Breva Genève: A Brand Reborn

Julien shares the history and revival of Breva Genève, a brand originally launched in 2010 renowned for its innovative complication barometer altimeter watches. However, Breva Genève ceased operations in 2015. After a decade-long hiatus and concluding his work with HYT, Julien felt compelled to resurrect Breva Genève, aiming to preserve its original DNA while infusing new life into its storytelling and product offerings.

Julien (00:56): "Breva was something I always keep in mind because I met the founder in 2010 and Breva, the name and the concept, the DNA was really cool."

Design Philosophy and Aesthetics

A significant portion of the discussion centers around Breva Genève’s distinctive design elements. Julien emphasizes the importance of creating a unique signature through the watch's hands and overall dial design. The introduction of a cushion-shaped case, inspired by elegant designs from brands like Radiomir and Laurent Ferrier, positions Breva Genève as a brand that values both tradition and modernity.

Julien (02:56): "We decided to have a real signature for the dial... To create a real signature and a real DNA on the watch."

Rob praises the exceptional craftsmanship, noting how the intricate details and finishing elevate the watch's aesthetic appeal.

Rob Nudds (03:56): "There's nothing quite like it. The level of finishing on this piece is incredible."

Innovative Complications and Functionality

Breva Genève distinguishes itself through innovative watch complications. Julien discusses the development of a seven-day power reserve based on the C101 movement, ingeniously split into two indicators: one displaying the first six days and another indicating the final 24 hours.

Julien (02:39): "This is something really clever, very smart, to know if you still have energy."

This dual-indicator system not only enhances functionality but also adds a layer of sophistication to the watch, making it both practical and visually appealing.

Exquisite Craftsmanship and Pricing

The conversation delves into the meticulous craftsmanship that justifies Breva Genève’s premium pricing. The basic titanium model is priced at 46,000 Swiss francs (excluding taxes), reflecting the brand’s commitment to quality and exclusivity. Julien highlights the intricate details, such as engraving, miniature painting, and applique work, that make each dial a masterpiece.

Julien (04:11): "It's a real piece for collectors with a lot of details, subtle details."

Rob underscores the importance of the dial in consumers' purchasing decisions, reiterating that Breva Genève has successfully created a harmonious and captivating watch face.

Rob Nudds (05:05): "The dial does always come out on top of the main factors in purchasing decisions."

Strategic Market Entry and Limited Editions

Breva Genève is strategically entering the global market with limited edition releases to create exclusivity. Julien mentions the launch of a limited edition of 25 rose gold pieces, catering to collectors seeking uniqueness. Following this, the brand plans to release a titanium version with various dial colors, targeting key markets in Asia, the US, and the Middle East.

Julien (07:06): "We started with a limited edition of 25 pieces, rose gold... now we decided to launch titanium version with different color dial."

Future Plans and Product Development

Looking ahead, Julien outlines a clear product roadmap extending to 2023, with ambitions to introduce new high-end complications such as advanced weather functionalities. The brand plans to reinterpret classic complications like chronographs and grandats, ensuring each new release aligns with Breva Genève’s elegance and exclusivity.

Julien (14:03): "I start with product for the coming three years... a new high end complication, meaning something like the weather."

Navigating Market Challenges and Leveraging Production Capacity

Despite current market challenges, Julien expresses confidence in Breva Genève’s resilience. By capitalizing on available production capacities and maintaining stringent quality controls, the brand aims to produce limited quantities without compromising on excellence.

Julien (12:03): "I put all my own money on the table to do that."

This strategic approach allows Breva Genève to navigate market uncertainties while ensuring that each timepiece meets the highest standards.

Industry Partnerships and Community Support

The episode highlights Breva Genève’s collaborations with industry stalwarts, including Jean Francois Meugent from Konod and Aurelien Ambusher. These partnerships reinforce the brand’s commitment to quality and innovation, positioning Breva Genève as a formidable player in the luxury watch market.

Rob Nudds (06:14): "Chronode has been approached by pretty much every brand under the sun... Concepts with Aurelien Bocher because his work is peerless, second to none."

Final Thoughts and Future Prospects

In concluding the conversation, the hosts express optimism about Breva Genève’s potential impact on the luxury watch industry. They commend Julien’s entrepreneurial spirit and the brand’s meticulous attention to detail, forecasting a bright future for Breva Genève.

Alon Ben Joseph (19:11): "That's a watch that in my home opinion deserves a warm welcome."

Ben: "If you haven't discovered the watches yet, we kindly invite you to give it a look."

Notable Quotes

• Julien (00:56): "Breva was something I always keep in mind because I met the founder in 2010 and Breva, the name and the concept, the DNA was really cool."

• Julien (02:39): "This is something really clever, very smart, to know if you still have energy."

• Julien (04:11): "It's a real piece for collectors with a lot of details, subtle details."

• Rob Nudds (05:05): "The dial does always come out on top of the main factors in purchasing decisions."

• Julien (12:03): "I put all my own money on the table to do that."

• Alon Ben Joseph (19:11): "That's a watch that in my home opinion deserves a warm welcome."

Conclusion

The episode of "The Real Time Show" offers an insightful exploration into Breva Genève’s renaissance. Guided by Julien’s expertise and passion, listeners gain a comprehensive understanding of the brand’s vision, innovative designs, and strategic market approaches. Breva Genève's commitment to excellence and unique storytelling positions it as a noteworthy contender in the high-end watchmaking arena.