Making time for new faces
Through a new print and online journal, Swiss watchmaker Girard-Perregaux shows off some of the young talent driving the brand today. Girard-Perregaux, the iconic luxury Swiss watchmaker, is 221 years old, but is far from being past its prime. The brand’s new print and online journal, The New Face of Tradition, Eight Young Watchmakers and the Art of Making Time,is sharing its modern face with the world in an original way.
Offering a glimpse into the passions and adventures of a clutch of young watchmakers, the journal captures them at work, but also delves into what makes them tick in their personal lives and, of course, their favorite Girard-Perregaux pieces. The brand says The New Face of Tradition a first in the luxury watchmaking industry, and signifies a distinctive way to let aficionados into the brand.
In the journal, the talented artists share how they are following in Girard-Perregaux’s proud heritage, but also write their own stories. Their tales are as diverse as the timepieces they create. Outside of his work at the atelier in La Chaux-de-Fonds, Mathieu Bergeon is a budding rock star, while Jean-Luc Borel is an alphorn maestro. Ines Patoz reveals her enthusiasm for horseback riding, Gilles Catella indulges in motorcycle racing and Laetitia Pino loves nothing more than a complicated jigsaw puzzle.
The journal, available online at www.TheNewFaceofTradition.com, was launched at a special event at Cipriani Dolce in New York City, which also marked the first stop of The Girard-Perregaux Young Watchmakers Tour. Guests were given the opportunity to participate in a hands-on, one-on-one workshop with the watchmakers, as well as a look at the brand’s 2012 novelties and museum pieces from its archives. Later this year, the tour will move on to Beijing, Paris and several other cities.
“Too often brands hide their talented watchmakers behind the curtains of their manufactures”, says Michele Sofisti, CEO of Sowind Group, which owns Girard-Perregaux and another Swiss watch marque, JeanRichard.
“We are proud of the young artists we share our passion for watchmaking with and are excited to show to the world who they are. The New Face of Tradition seeks to break away from the current image many people have of the craft. It is not an antique – and certainly not a dead – art; it is young, revitalized and constantly evolving, much like the people behind it.” GA