Global Traveler: Tell our readers what brought you to Gevril.
Samuel Freidmann: My mother always said I was born with a watch. I grew up in Lugano, an Italian part of Switzerland, where I was surrounded by watch stores. As a boy, I would collect brochures and look at the different prices and the different brands. When I was 17, I went with my brother to buy my first watch, an IWC. I thought, one day I would like to own a watch company. And 20 years into the watch business — seven years ago — I bought Gevril, one of the oldest watch companies in the world. Gevril has a 500-year history of making wonderful watches. About 250 years ago Gevril became the first Swiss watch exported to the King of Spain, who crowned the company the “watchmaker of the King.” Geneva has a road dedicated to Gevril called The Road to Gevril. It’s the great history, that’s why I like Gevril, that’s why when I saw Gevril, I jumped on it.
GT: What distinguishes Gevril from other Swiss-made timepieces?
SF: We are a small company. Most of the companies are big and don’t have the time to give much personal attention to details from the beginning of the process to the end. We are taking the passion from the past, the innovation of today and combining the two. It’s all small details, the way every watch is numbered and each edition is limited to 500 pieces. This gives more value to the end user. A big company would never be able to do that.
GT: What obstacles did you first encounter and what growth have you seen in the last seven years?
SF: One of the hardest years was 2001 because of 9/11. People weren’t ready for anything new. In the early 1990s, the previous owner put about $80 million into the brand, but didn’t put any personality into it. When I took it over, my No. 1 priority was to add a personal touch. Selling a watch is selling a dream and an experience. It is a celebration to buy a watch. We can work 18 months on a watch and if one crown does not work, the watch will not work. A watch is not just a piece of jewelry that has to look nice. A watch has a mechanism that has to work.
If you go to Italy, every second person is buying his or her 10th or 11th watch. Since 2002, the U.S. market has started to open up beyond the Timex brand you used to see so often. Now you see more collectors, more people who want to understand mechanical watches. It’s an investment. If you spend $500 in a nice restaurant, you just spent it. If you buy a car, in a few years it’s worth a 10th of what you paid for it. Diamonds and gold have gone up. Not every watch is gaining the same value, but someone who has the right watch and keeps it is absolutely gaining.
GT: How do you preserve the history of Gevril while continuing to move the brand forward?
SF: Gevril has an important history as one of the first watchmakers in history. I try to learn what previous generations did. I’m not trying to make new paths — I’m trying to remain on the old paths while using the innovations of today. That is what will keep Gevril forever.
Read This Next
Park Hyatt Washington
2008
Dec 10, 2012All Reads on This Topic
Read Them All

Introducing
FX Excursions
FX Excursions offers the chance for once-in-a-lifetime experiences in destinations around the world.
#globility
Insta FeedGlobal City Guidebook 2025
Jul 9, 2025Global City Guidebook: Motueka, New Zealand
The town on New Zealand’s South Island is known for, among other things, its distinctive namesake hops used for making beer. Motueka’s beautiful beaches, proximity to parks, cafés and cultural offerings draw visitors for laid-back getaways.
Sponsored Content
Smarter Business Travel: 12 Tips from IHG Business Edge
For small- and mid-sized businesses, travel is often a necessary part of growth — helping to strengthen client relationships, explore new markets and attend key industry events. But with rising costs and limited resources, keeping business travel efficient and budget-friendly is more important than ever.
eFlyer Reviews
Jul 9, 2025The Westin Maui Resort & Spa, Ka’anapali Review
Maui’s well-heeled vacationers have long flocked to Wailea, a verdant paradise lined with upscale beachfront resorts. Kaanapali, 45 minutes up the coastal Honoapiʻilani Highway, was the island’s bustling alternative.
eFlyer News
Jul 9, 2025Uber Announces New Features for 2025
In time for summer, Uber announced some new features to make travel smoother and more convenient for personal getaways, business trips and everything in between. Uber continues to expand its reach in the suburbs and areas with limited transit options, and Uber Reserve now grows its offerings to 70 additional airports in the United States and Canada, primarily focusing on smaller airports in suburban towns. This expansion includes airports like Augusta, Georgia (AGS); Green Bay, Wisconsin (ATW); Harrisburg, Pennsylvania (MDT); Knoxville, Tennessee (TYS); Reno, Nevada (RNO); and more.
Sponsored Content
Three New Routes from TAP Air Portugal as Airline Celebrates 80 Years
TAP Air Portugal offers three new routes to Portugal: from Boston (BOS) to Porto (OPO), Los Angeles (LAX) to Lisbon (LIS) and San Francisco (SFO) to Terceira (TER) in the Azores.
eFlyer News
Jul 9, 2025W Hotels Opens in Florence, Italy
W Hotels, part of Marriott’s portfolio, opens its second Italian property with W Florence. Situated on Piazza dell’Unità Italiana, the hotel occupies a building originally designed by Florentine architect Lando Bartoli.
Oman Air Joins oneworld Alliance
eFlyer News
Jul 9, 2025Silver Airways Ceases Operations
eFlyer Lead
Jul 9, 2025London’s Largest Wine Bar Opens … Below Ground
Daily
Jul 9, 2025Daily
Jul 9, 2025Manhattan’s Only Museum Dedicated to Contemporary Art to Open Expansion This Fall
New York City has many museums within its five boroughs, but The New Museum, Manhattan’s only museum dedicated exclusively to contemporary art, is the talk of the town these days as it moves closer to opening its 60,000-square-foot building expansion this fall. The expansion was designed by OMA / Shohei Shigematsu and Rem Koolhaas, in collaboration with Cooper Robertson.
Sponsored Content
Explore Europe with the Best River Cruise Line this November
Experience Europe from a fresh perspective with AmaWaterways, just awarded Best River Cruise Line by Global Traveler for the third consecutive year. Step aboard, unpack once and embark on a cruise through iconic capital cities and awe-inspiring landscapes. AmaWaterways' ships, which accommodate an average of just 156 guests, offer a spacious yet intimate setting. Throughout your journey, you'll enjoy exquisite farm-to-table dining; unparalleled service; and a variety of included excursions, from city tours for gentle walkers to thrilling bike rides along the rivers.
July 2025
Jul 9, 2025Global City Guidebook: Buenos Aires
Travelers visiting Argentina’s capital, Buenos Aires, will find themselves in awe while exploring the destination’s history, culture, landmarks and European-influenced architecture.
ShareThis