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Art, Heart, And Heritage: The Timeless Appeal Of Girard-Perregaux

Girard-Perregaux resonates with modern collectors through authenticity and a commitment to what truly matters, says CEO Patrick Pruniaux.
Published: January 20, 2025
Girard-Perregaux
Laureato 38mm Sage Green watch in steel, $22,000, GIRARD-PERREGAUX.

With a rich history spanning over two centuries, Girard-Perregaux (GP) is one of the world’s oldest watch manufacturers with a reputation for pushing the horology boundaries. Its timepieces—created within its vertically integrated manufacture at La Chaux-de-Fonds—meld revered traditions with cutting-edge innovation, resulting in watches that appeal to the modern collector for their contemporary looks and quiet confidence.

There’s also the fact that it’s very much considered an insider’s brand that’s highly regarded by those in the know. CEO Patrick Pruniaux shares his thoughts on the brand’s unique positioning.

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Girard-Perregaux
Girard-Perregaux CEO Patrick Pruniaux. Photo: Courtesy of Girard-Perregaux

ON DESIGN

Girard-Perregaux

“When you look at GP, there is quite a high level of consistency in the spirit of the brand. Its history continues to influence what we do today, and you could almost think of GP as a creator of design in watchmaking: The Three Bridges is one of the oldest signature watch designs that still exists [it was first introduced in 1867], and Laureato was part of that movement of innovation that shaped integrated bracelet watches in the ‘70s."

Related article: Rainbow Revival: The Vibrant Rise Of Multi-Hued Timepieces In Modern Watchmaking

ON INDEPENDENCE

Girard-Perregaux

“As a Maison, we have quite an independent mindset and this has very interesting benefits: It encourages people to be more creative and daring. We can take risks that, in the big scheme of things, we know is right because independence favours a strong vision."

"As you know, we make 100 per cent of our movements, and we’re recognised for it; we belong to that historical league of great brands, but we’re probably [seen as being] more informal and more approachable as a manufacturer. There is sort of a warmth, a flare, to the way we do things

ON ITS APPEAL

“There is an African quote, a proverb, that I really like. It says that we are more the sons or daughters of our time than we are of our parents. You could [apply this] to watches as well. In the last 25 years in luxury, there was a phase where people were strongly status [motivated]; it was the show-off period."

"But I think consumers are getting more educated, and they're looking for some sort of differentiation, which is not based on status. Quiet luxury relates very much to us. Our message of authenticity and our love of watchmaking, the fact that we are haute horlogerie, is very appealing now, and will be in the future even more.”

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