Breitling kicks off relaunch-countdown for Gallet
The Gallet watch brand, founded in 1826, was acquired by Breitling last spring and is set to be revived as a sister brand. The launch of the new Gallet era—and with it, the brand’s new watches—is scheduled for September 3, 2026.
Ahead of the full relaunch in September, Gallet has now launched its new website, which already hints at its future brand identity: “Wanderlust.”
Do you think hiking is just for older people? Far from it. “Wanderlust is more than just the desire to travel. It’s the instinct to break free from the ordinary, leave the noise behind, and pursue what lies beyond.” This is how Gallet describes the longing for adventure and discovery. The topic captures the spirit of the times, as outdoor activities and hiking are currently experiencing a boom even among younger demographics.
“What do people want? They want unforgettable experiences. They want to discover unexpected places. They want to escape their daily routine. And no matter where the journey takes them, there will be a Gallet watch to turn time into an adventure. (…) It’s a very straightforward brand with simple, beautiful products and standard movements that appeal to a younger clientele and potentially also to those new to watches. (…) We have a clear identity: tasteful, robust, and affordable,” explained Georges Kern, then CEO of Breitling, during the presentation of Gallet at Geneva Watch Days 2025.
Since May 2026, Kern has been CEO of House of Brands, which brings together Breitling and its two sister brands, Universal Genève and Gallet, under one roof.
However, the identity of “Wanderlust” did not come out of nowhere; rather, it is a modern interpretation of Gallet’s nearly 200-year history.
“Some watches are meant to stay in one place. Gallet was never one of them,” says Georges Kern. “In the past, Gallet watches accompanied pilots, race car drivers, travelers, and adventurers. Now the brand is making a comeback—backed by Breitling’s expertise and infrastructure.”
By this, Kern means that Breitling will manufacture the Gallet watches and market them through its existing distribution network. To coincide with the global market launch, special safari-inspired Gallet corners will be set up at retail locations starting September 3.
Gallet’s Positioning
Kern does not fear any cannibalization within the group. Gallet is positioned as a luxury entry-level brand in the price range of 2,500 to 4,500 Swiss francs, which places it below Breitling’s core price range.
During the Geneva Watch Days 2025, Georges Kern explained that Gallet offers the advantage of being able to draw on a long history while, at the same time, starting practically from scratch with a clear vision and positioning. The vision is to become the market leader in the lifestyle segment—with the most tasteful, robust, and yet affordable products that meet the needs of modern consumers.
This is possible because access to the luxury segment has changed fundamentally over the past 20 to 30 years. Whereas with watches, the focus used to be first on the movement, then on the design, and only then on the brand, things are different today. Consumers talk about the brand first. Similar to automotive or fashion brands, products are increasingly perceived through their brand identity. Only then do features such as technology, craftsmanship, or performance come into focus.
Kern also noted that the chosen price range is promising. Numerous brands—including Breitling itself—have exited this segment in recent years, leaving a gap in the market.
The Great Escape – Wanderlust Since 1826
Under this motto, Gallet is collaborating with modern adventurers, photographers, and filmmakers from around the world. Starting July 22, they will publish their stories in the form of weekly reports on gallet.com.
From searching for injured elephants with Boyd Varty to paragliding over the Himalayas with Benjamin Kellett and sailing through Antarctica with Benjamin Hardman, to wildlife photography in Nairobi with Dhir Jakharia or hiking in the unspoiled outskirts of the San Francisco Bay Area with L. Renee—the Gallet adventurers are on the move all over the world.
About Gallet
Gallet was founded in 1826 by Julien Gallet in La Chaux-de-Fonds and is known for its rugged timepieces designed for motorsports, aviation, and expeditions.
In 1856, the company expanded into the United States. In 1890, Jules Racine & Co. became the exclusive distributor of Gallet watches in North America, the brand’s most important market.
In 1907, Gallet acquired the watch manufacturer Société d’Horlogerie Electa and founded the Fabrique d’Horlogerie Electa, Gallet & Co. The period up to 1926 was marked by technical innovations, patents, and international recognition, laying the foundation for Gallet’s development into a leading brand for precision timepieces.
Gallet then continued to focus on the established U.S. market, primarily serving as an “établisseur”—that is, a designer of watches that were manufactured and assembled in Switzerland.
When the Swiss watch industry was hit by the quartz crisis and the sharp rise of the Swiss franc in the 1970s and 1980s, Gallet, like many other long-established names, largely disappeared from the scene. Under the Breitling umbrella, the brand is now poised for its long-awaited return.
Among Gallet’s many timepieces, two models stand out in particular. The “Flying Officer” from 1939 was a water-resistant chronograph designed to track multiple time zones. It became a companion to many pilots and passengers in the early days of intercontinental flights, when journeys lasting several days still required multiple refueling stops. Even U.S. President Harry S. Truman owned a “Flying Officer” with a personal engraving.
Equally significant was the “MultiChron Clamshell,” introduced in 1938, one of the first water-resistant chronographs designed to protect against dust, moisture, and heavy rain. Developed for motorsports, speedboat racing, aviation, and other applications, the MultiChron series became a milestone in Gallet’s history.
