Gevril Watches

Gevril: Swiss Roots, NYC Swagger, and a Brand That Refuses to Quit

Gevril is one of those brands that pops up, disappears, pops up again — and every time, you wonder: Wait, what’s the story here?

The answer? A bit of history, a bit of marketing muscle, and occasionally, some surprisingly decent watches hiding behind the noise.

This isn’t haute horology. It’s not trying to be. But if you dig through the catalog — especially during the early 2000s relaunch era — you’ll find limited-run Swiss-made pieces with solid specs, bold design, and a ton of wrist presence for the money.

Brand History: 1758 Origins, 1990s Reinvention

The Gevril name dates back to Jacques Gevril, an 18th-century Swiss watchmaker who (according to brand lore) made timepieces for European royalty.

Fast forward to the 1990s: the name was revived by a group of American investors and Swiss watchmakers to create a luxury-meets-fashion brand, blending Swiss manufacturing with New York branding energy.

For a while, it worked. Gevril launched limited-edition pieces, opened a boutique on Madison Avenue, and started appearing in luxury watch cases alongside names like Chronoswiss and Ulysse Nardin.

Today? Gevril is still around — now under U.S.-based ownership — producing mostly affordable, Swiss-made automatic and quartz watches, with strong case design and vintage-inspired energy.

Collector Highlights: Limited Editions, Big Dials, and Unexpected Hits

  • Tribeca Chronograph – One of the most famous (and infamous) Gevril pieces. A tribute/homage to the Paul Newman Daytona, made in limited quantities with Valjoux 23 movements. Collectors still chase these — and prices have climbed accordingly.

  • Wall Street / Avenue of Americas – Rectangular, Art Deco-inspired watches with serious wrist presence. Often automatic, sometimes quartz, but always bold.

  • SoHo / Gramercy / Hudson Yards – Modern dress/sport hybrids. Often Swiss automatic, well-cased, and heavily stylized.

  • GV2 Sub-Brand – Gevril’s more affordable, fashion-forward offshoot. Some fun designs, but quality varies. Choose carefully.

Across the board, most models come in limited editions, often with individual serial numbers and Swiss-made cases and movements (usually ETA or Sellita base).

Why Collectors Should Care

  • The Tribeca is a cult hit — especially with Valjoux calibers.

  • Some models offer surprising build quality for the price.

  • You can still find early-2000s Swiss mechanical pieces that wear like indie luxury watches.

  • Rectangular case design game is strong — especially if you’re into Cartier Tank or Long Island vibes but want something different.

  • Pre-owned pricing is very forgiving — especially if you know what to look for.

Is it consistent across the board? No.
 But there are wins to be had — especially if you’re buying with your eyes open.

What They’re Making Now: Loud, Limited, and Quartz-Heavy

Today’s Gevril catalog leans fashion-forward, with:

  • Big case sizes

  • Limited production runs (500 pieces or fewer, usually)

  • Swiss quartz or entry-level autos

  • Lots of NYC-inspired names (Park Ave, Madison, Gramercy, etc.)

There’s some value in the lineup — but vintage and early-2000s Gevril remains the sweet spot for collectors who want substance behind the style.

Fed’s Take

Gevril is one of those brands that lives in a weird space: part vintage nameplate, part boutique brand, part marketing machine. But buried in there? Some genuinely cool watches.

The Tribeca Chronograph? Solid. The early Avenue of Americas automatics? Surprisingly well made. I’ve flipped a few over the years and always been impressed with how they wear — even if the brand doesn’t carry heavyweight clout.

But make no mistake: buy smart. Some GV2 pieces lean way too hard into fashion-watch territory. Look for Swiss movements, limited numbers, and that sweet spot between style and legitimacy.

You’ll find them. They’re out there. And they’re priced to move.

Not for the Masses — But Maybe for You

If you like bold design, Swiss reliability, and watches that don’t follow the herd, a well-picked Gevril is a worthy addition to the rotation.

Delray Watch occasionally sees collectible Gevril models come through — especially Tribeca, Avenue of Americas, and limited-edition chronographs.

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