Looks like someone in Girard Perregaux's PR department has devised an ingenious new way to escape the office and travel the world. Swiss luxury watch manufacture Girard Perregaux has unveiled what they claim to be an industry first; the print and online journal: The New Face of Tradition, Eight Young Watchmakers and the Art of Making Time.
The luxury watch brand is trying to dispel any impressions that the Swiss watch industry is staid, stuffy and rooted in tradition by showcasing the ideas and stories of its younger watchmakers and the creative diversity they offer the industry.
The campaign highlights not only the work of the talented watchmakers in their famed Manufacture in La Chaux-de-Fonds, but also their rich diversity of passions, which include everything from rock & roll to puzzles and even an alpine horn champion.
The campaign sets out to reveal that the new generation of watchmakers are as multi-faceted as the Girard-Perregaux luxury timepieces they create.
In addition to the printed version, the journal will be hosted at www.TheNewFaceofTradition.com, a dedicated online site giving further insights into the young watchmakers.
On May 1, in New York, the watchmakers will stage an event at Cipriani Dolci. In addition to revealing their journals, the event will provide an 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. There will also be a display of the latest GP novelties for 2012 as well as museum pieces from its historical archives. Later this year the international tour will move on to Beijing, Paris and several other cities.