What are Girard-Perregaux objectives for 2018?
We still have a lot of potential to be developed as a founding brand within the watch industry. We are in the process of revitalising the brand image and we are working on strengthening our dialogue with a new clientele. As I said before: we must make the transition from storytelling to “story living.”
I am indeed convinced that creativity in terms of the product, and emotions with respect to the brand, must take the upper hand. We have to create desires and dreams. The global image of the brand has to be more modern.
Girard-Perregaux is perhaps best known for its emblematic ‘Tourbillon with Three Bridges’. In keeping with its unrivalled reputation, what in your opinion is the present day legacy of the brand?
The legacy of the brand today is LAUREATO for sure. We launched a new LAUREATO collection in January 2017 and it was the first time that LAUREATO has really an entire collection. We encounter a great success and we continue in enlarging this year the LAUREATO family with new models at SIHH 2018.
What are Girard-Perregaux’s greatest challenges now?
We would like to be more emotional, times changed. We need to be more modern and creative. We have to be able to sell watches in a different way and to touch new clients. The watchmaking industry needs to modernize itself. PR and social media are very important. Moreover, Digital world is an essential turning point for brands and a must today.
How does Girard-Perregaux approach technology as part of the future of fine watch making? And how would you explain the relation between modern technology and traditional handmade watches?
We need to take modern technology into account in the construction of the future movements of our traditional models and we do it each day in our Research and Development department. R & D is the most important department for me.
With the Minute Repeater Tri-Axial Tourbillon (new at SIHH 2018), for example, we have a watch that combines 2 of the most spectacular complications. A very contemporary and original timepiece, in line with its time but without forgetting about its past. The tourbillon cage is composed of 145 components with a total weight of 1.34 grams and a complete revolution takes only 2 minutes! This a demonstration of modern technology with knowhow.
From Girard-Perregaux’s point of view, how do you explain the Smart watches impact on watch industry? And would you consider introducing a “connected” (smart) watch to grab attention of the new generation of consumers?
It’s really two separated things. For me the Smart watches have nothing to do with the high watchmaking, with the fine watchmaking. It’s totally another products segment. And it is not the way I will use to grab attention of the new generation of consumers.
How significant is the Middle East for the brand? What is Girard-Perregaux strategy in the Middle East region for the short and long term futures?
Middle East is getting an important market for the brand, it’s growing up. It’s going better and better. We are looking forward for the new challenge.
What are your key learnings after working in the business of luxury watches for nearly 25 years?
Today, we have a new clientele (customers, consumers), who has another sensibility. The speech is no longer adapted to this new clientele. The Swiss watchmaking industry was renowned for relying on its products, and it had 17 years of incredible growth, but it must now modernize. Once again I would say that we need to change and to improve, the past is the past. Stop talking about the past, now times have changed.