Girard-Perregaux Unveils The New Face of Tradition

And just when I thought it couldn't get any better, Girard-Perregaux comes out with another publication to  go beyond simply talking about watches, and delves down deeper into the people who actually make the watches themselves!

Here's the news, straight from GP -

Girard-Perregaux, iconic luxury Swiss watch brand, is proud to announce the unveiling of an industry first, the print and online journal: The New Face of Tradition, Eight Young Watchmakers and the Art of Making Time. Not assuming brilliance and lightning strike in one place, Girard-Perregaux observed these young watchmakers not only in their own Atelier, but also in their time with friends, family and alone. What are their other passions beyond making time? What makes them tick?

Courtesy of Girard-Perregaux

The New Face of Tradition will be a first in the luxury watchmaking industry, highlighting not only the work of the incredibly talented watchmakers in their famed Manufacture based in La Chaux-de-Fonds, but also the diversity of passions these artisans possess. From rock & roll stars to puzzle masters and international alpine horn champions, the young watchmakers are as multi-faceted as the Girard-Perregaux luxury timepieces they create. They are following in the proud tradition of the iconic craftspeople that have kept Girard-Perregaux at the forefront of watchmaking for 221 years: Jean-Fronçois Bautte, Constant Girard-Perregaux, Luigi “Gino” Macaluso, and now Dominique Loiseau.

In addition to the printed version, the journal will be hosted at www.TheNewFaceofTradition.com, an online site where people may further explore the interests, passions and “extra-curricular activities” of each young watchmaker.

Courtesy of Girard-Perregaux

The journal will be launched on tour with a special event at Cipriani Dolci in New York City, where guests will have the opportunity to participate in an in-depth one-on-one workshop with the watchmakers. The workshops will demonstrate the intricacies of the movements and include hands-on lessons on how they are built. In addition, Girard-Perregaux will feature the latest 2012 novelties and Museum pieces from its historical archives. 

“Too often brands hide their talented watchmakers behind the curtains of their manufactures”, says Michele Sofisti, CEO of Sowind Group (Girard-Perregaux and 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”.

New York City is only the first stop of The Girard-Perregaux Young Watchmakers Tour. Later this year the international tour will move on to Beijing, Paris and several other international cities.