After selling his first brand (Gérald Genta) to Bulgari in 2000, Gérald Charles Genta founded a second personal brand the same year: Gérald Charles, named for his given names. The brand's reason for existing was simple: Genta wanted to reserve the asymmetric cushion-case Maestro design for himself rather than sell it to Bulgari with the rest of the original Genta IP. The Maestro was a case shape Genta had personally drawn and worn for decades but never commercialised under the Genta brand.
Through the 2000s and 2010s Gérald Charles remained a small, family-run operation producing the Maestro in low-production runs. After Genta's death in 2011, the brand was stewarded by his widow Evelyne Genta. Production remained small and the brand operated largely outside the mainstream watch-industry spotlight; the Maestro was a niche collectible rather than a commercial force.
In 2022, Gérald Charles was relaunched under new creative leadership with Octavio Garcia (formerly Chief Artistic Officer at Audemars Piguet for 14 years, responsible for much of the Royal Oak Concept work) joining as Creative Director and managing partner. The relaunched brand introduced the Maestro 2.0 (2022), a modernisation of Genta's original Maestro cushion with updated case finishing, updated movement architecture, and contemporary dial options.
The modern collection is built entirely around the Maestro case architecture. References include the Maestro 2.0 (three-hand automatic), Maestrino (38.5mm smaller size), Maestro 9.0 Sport (sport-finished variant), Masterlink (integrated-bracelet sport variant), and limited-edition colourways. Movements are Sellita SW300-based with Gérald Charles modifications, plus La Joux-Perret complicated movements for the higher-tier pieces. Retail runs from approximately CHF 9,500 (Maestro 2.0 Sport steel) to CHF 25,000 (Maestro pink gold) and CHF 80,000+ for limited-edition complicated references. Operations remain in Geneva; Evelyne Genta retains ownership and stewardship.
