For all of its success, the Swiss luxury watch industry has a bit of an image problem. The tradition of watchmaking that the industry uses so well to sell its high-end timepieces also lends itself to the criticism that it is a business that lacks the energy of youth. Girard-Perregaux is trying to dispel this image by telling the stories of its younger watchmakers and the diversity they offer the industry.
The La Chaux-de-Fonds-based brand recently launched the print and online journal, The New Face of Tradition, Eight Young Watchmakers and the Art of Making Time. The campaign shows a dynamic image of the young watchmakers behind the brand, featuring their interests outside of their jobs, such as music, sports and hobbies.
On May 1, Those in New York will have a chance to meet four of the young watchmakers during an event at Cipriani Dolci. In addition to revealing their journals, the watchmakers will be giving one-on-one workshops to watch connoisseurs and guests for insight on watchmaking and what goes into creating these complicated timepieces.
“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,” said Michele Sofisti, CEO of Sowind Group (the parent company of Girard-Perregaux and JeanRichard). “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."
New York City is the first stop of The Girard-Perregaux Young Watchmakers Tour. Later this year the tour will move on to Beijing, Paris and other international cities.