Gevril, one of luxury watchmaking’s oldest brands, has been reborn for the 21st century. Named for 18th-century Swiss watchmaker Jacques Gevril, Spain’s royal watchmaker, it is being relaunched this year by timepiece entrepreneur Samuel Friedmann.
Gevril was revived in the 1990s by UTC, a Swiss conglomerate, which later sold the brand to a Chicago financial firm, which in turn sold it to a Philadelphia jeweler. In 2000, First SBF Holdings Inc., headed by Friedmann, bought the brand.
Gevril watches retail for $2,500 to $17,500. The New York Collection is available in seven lines (70 watches), from traditional to sporty. These include the Madison, Gramercy, Chelsea, and SoHo Deluxe lines, and—new this year—the sporty, high-tech Sea Clouds, rainbow-colored Lafayette for women, and retro “tank” design Avenue of the Americas.
All are automatic, 18k gold and/or stainless steel, and feature diamonds, mother-of-pearl, and crocodile leather bands with European stitching.
Gevril, 23 Dover Terrace, Monsey, NY 10952; (866) 425-9882, e-mail: firstname.lastname@example.org.