Every industry has its comeback stories, and in the world of luxury watches, Ulysse Nardin is quietly writing one right now.

Over the past seven years, things were not looking great for the brand. They spent five of those years moving manufacturing in and out, struggling with consistency, and releasing watches that did not live up to their usual standard. Designs became more generic, quality slipped, and collectors started to lose interest.

But here’s the thing: Ulysse Nardin isn’t a bad brand. They have always pushed creativity in their designs, especially with the Freak Labs line, which perfectly represents the “wearable art” movement in watchmaking.

Still, not every model hit the mark. Some recent releases felt uninspired and leaned too much toward the mass-market side rather than the masterpiece side. I’ve had clients tell me their watches feel more like a Swatch on the wrist vs a luxury timepiece. Yuck.

That is why what is happening now is so exciting.

Ulysse Nardin has turned things around. Their new chronograph line is genuinely impressive, with strong craftsmanship, bold design, and growing demand. The quality is back, and the innovation is showing again in the details.

In my view, their latest releases, especially the Freak Labs, are not only beautiful but also strong candidates as long-term value stores. Scarcity and renewed interest are now working in their favor.

It is great to see a heritage brand find its footing again.