Tending to the roots of a 26-yearold brand.
Tending to the roots of a 226-year-old brand.
WHEN ANTONIO CALCE took over as CEO of Girard-Perregaux a couple of years ago, he had his work cut out for him. The brand that started in 1791 had lost touch with its heritage. Understanding the importance of preserving its history within the current watchmaking ecosystem, Calce set out to introduce new fans of Girard-Perregaux to the Girard-Perregaux of the past. In his words, he has “a duty to continue on the path traced by our predecessors, who made innovation one of the brand signatures.”
Last year, Girard-Perregaux celebrated their 225th anniversary. The watches that came out were fantastic, particularly the Place Girardet 225th Anniversary watch. It was lim- ited to 225 pieces, and apart from the iconic bridge design, each one bore an inscription corresponding to a particular year, starting from 1791. What’s smart about this was not only did it highlight the long history of the brand, but also its exclusivity.
This year, the trend of heritage pieces continues; firstly, with Girard-Perregaux’s move back to SIHH after four years at Baselworld. Calce says the brand actually started with SIHH so in a way, it’s a return to a familiar playing field. The Laureato is the main highlight of 2017 and it has great significance for Girard-Perregaux. Not only does it have an iconic shape, it was the brand’s first quartz watch.