Image credit: GQ Magazine, 2019
Few names in the world of haute horlogerie inspire the same level of respect, admiration, and influence as Gérald Genta. Genta, often called the Picasso of watch design, has left an indelible mark on the luxury watch industry. His innovative ideas not only changed the aesthetics of luxury watches but also redefined their significance to people. His work continues to influence the industry, serving as a timeless testament to a designer’s boundless creativity.
The Beginning of a Design Legend
Gérald Genta started working in the 1950s, but his big break came in the 1970s when he made some of the most famous watches in the world, which are still seen as symbols of status, precision, and art today. The Audemars Piguet Royal Oak, the Patek Philippe Nautilus, the IWC Ingenieur , and the Bulgari Bulgari are some of his best works. Each one showcases Genta’s unique style, combining industrial precision with bold design.
Image credit: Chrono24, 2025
His idea that a watch could be both a mechanical wonder and a piece of wearable art was groundbreaking. Before Genta, most luxury watches had gold cases and classic dials, which made them look conservative. Genta broke those rules by using daring materials, bold geometric shapes, and bracelet designs that combined style and function. When Design Goes Beyond Brand, Genta was a genius because he could make his design language instantly recognizable, even across brands. The Audemars Piguet Royal Oak’s octagonal bezel, which was inspired by a ship’s porthole, is still one of the most copied designs in the world of high-end watches. The Patek Philippe Nautilus also has its unmistakable touch, with rounded yet manly curves.
Audemars Piguet Royal Oak ref. 15510ST.OO.1320ST.06Image credit: Chrono24, 2025
Omega Constellation Manhattan Image credit: Chrono24, 2025
Bvlgari Bvlgari
Image credit: Chrono24, 2025
IWC Ingenieur
Image credit: Chrono24, 2025
What really sets Genta apart is how his creativity improved whole brands. Before the Royal Oak, only collectors knew about Audemars Piguet. The brand became a cultural icon after that. The Nautilus also changed how people saw Patek Philippe, making the brand more appealing to younger, sportier customers. Genta didn’t just design watches; he also changed the future of brand.
The Designer’s Never-Ending Role in Brand Success
Genta’s story remains a great example of how one designer’s vision can shape the narrative of an entire industry in today’s world of luxury marketing and branding. Designers don’t just make things look good; they also tell stories by turning values, culture, and dreams into physical objects. In fashion and luxury, a designer’s impact goes beyond just a product; it shapes how people feel about a brand and how they connect with it. Genta’s philosophy on design, encapsulated in his famous quote “Designing watches isn’t about the time; it’s about timelessness” resonates with the audience. His belief that good design transcends time is evident in the enduring appeal of his creations. Even today, collectors are willing to pay millions for Genta’s pieces, a testament to the eternal allure of his designs.
What the Modern Creative Industry Can Learn
Genta’s impact can be seen in many creative fields, from high-end fashion to car design. His work shows us how important it is to be original, to have the courage to break the rules, and to learn about the past while moving forward. Genta’s career shows how crucial human creativity is in a world full of algorithms and trend forecasting. This is a type of genius that machines can’t copy. Brands that let their designers be creative often get loyalty, legacy, and legend in return.
A Tribute to a Timeless Visionary
Gérald Genta died in 2011, but every watch that was inspired by his work still keeps time. His designs have become cultural icons, even though trends and technology have changed. They are reminders that the work of one person can affect many people, and that great design is always there, like time itself.
Arman POUREISA
Marketing Manager
References
Chrono24. (2025, October 22). The five most iconic Gérald Genta watches of all time. Chrono24 Magazine. Retrieved from https://www.chrono24.com/magazine/the-five-most-iconic-gerald-genta-watches-of-all-time-p_167001/
GQ Magazine. (2025, February 7). The genius of Gérald Genta: The man behind the world’s most iconic watches.British GQ. Retrieved from
https://www.gq-magazine.co.uk/watches/article/gerald-genta-watches
Hoffmann, F. (2024). Gérald Genta: The master who shaped modern watch design.WatchTime.
Lundberg, T. (2024). Design and identity: How creativity defines luxury brands.Journal of Luxury Marketing, 12(3), 45–59.
Müller, H. (2023). From sketch to status: The evolution of watch design in the 20th century. Horology Studies Review, 8(1), 101–120.
