Gerald Genta was born in 1931 in Geneva, Switzerland. He trained as a jewellery designer at the École des Arts Décoratifs in Geneva before turning his attention to watch design — a discipline in which he had no formal training but for which he demonstrated a talent that would make him the most influential individual designer in the industry's history.

Genta's two masterpieces arrived within four years of each other. The Audemars Piguet Royal Oak, unveiled at the Basel fair in 1972, was commissioned under extreme time pressure and designed, according to Genta himself, in a single overnight session. Its octagonal bezel with exposed screws, integrated bracelet, and tapering link design created the sport-luxury category essentially from nothing — a stainless steel watch priced at the level of gold, justified entirely by design and finishing quality rather than material value. The Patek Philippe Nautilus followed in 1976, with a porthole-inspired case and a similarly integrated bracelet that established a second defining reference in the same category. Both remain in production more than fifty years later, and both currently trade on the secondary market at multiples of their retail price. The integrated bracelet concept that defines both watches is now one of the most widely referenced design ideas in contemporary watchmaking.

Beyond these two landmarks, Genta designed hundreds of references for virtually every significant Swiss brand, including the IWC Ingenieur, the Omega Constellation, and references for Bulgari, Cartier, and others. He later founded his own eponymous brand, Gerald Genta, which produced complicated watches of considerable originality before being acquired by Bulgari in 2000. Genta died in 2011. His influence on contemporary watch design is so pervasive that it is difficult to discuss the aesthetics of the industry without referencing it.