One of my first and most eagerly anticipated Geneva Watch Days meetings was with Favre Leuba, a brand that I?ve admired for a very long time, even as its modern incarnation felt like a shell of the brand of its vintage heyday. Favre Leuba is a brand with a long history, dating back to the first half of the 18th century, and is perhaps best known for the Bivouac, a watch with an integrated altimeter complication. Ownership of the brand has changed many times over the years, and in recent years the marque was controlled by various holding companies that never did justice to the watches created in Favre Leuba?s best years. This year, however, marks a new start for the brand, under the leadership of watch industry veteran Patrik Hoffmann, who had a long stint at Ulysse Nardin, and later WatchBox. At Geneva Watch Days, they debuted a robust new collection of watches that pays homage to the brand?s history while also looking forward, giving Favre Leuba the best chance they?ve had in years for real success. 
Patrik Hoffmann at Geneva Watch Days 2024

There are multiple ways to relaunch a brand. You can start small, even with a single watch, and work your way toward building a collection. Or you can go big with something akin to the kitchen sink approach, with varied collections and price points. The advantage, I suppose, of going big is that a brand will get immediate feedback on what works and what doesn?t, but it also seems risky. What if none of it works" Favre Leuba ...