Courtesy of Girard-Perregaux

Girard-Perregaux, iconic luxury Swiss watch brand, was 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 journal and The Girard-Perregaux Young Watchmakers Tour was launched at Cipriani Dolci in New York City on May 1st. The Cipriani Grand Central location was transformed into a Swiss atelier where guests were able to participate in an in-depth one-on-one workshop with four young watchmakers. They demonstrated the intricacies of the movements and included hands-on lessons. In addition, Girard-Perregaux showcased the latest 2012 novelties and Museum pieces from its historical archives.



The watchmakers were photographed throughout New York City, bringing watchmaking to locations such as the Brooklyn Bridge, Times Square, Wall Street and others. The watchmakers were shot on their workbenches in the midst of the city that never sleeps. “Girard-Perregaux is bringing watchmaking into the 21st Century”, says Michele Sofisti, Sowind (Girard-Perregaux and JeanRichard) CEO. “The images we took of the young watchmakers in these NYC iconic locations show just that- the combination of tradition and innovation we value so highly.”



Courtesy of Girard-Perregaux

The New Face of Tradition is 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. The journal is also hosted at http://www.thenewfaceoftradition.com/, an online site where people may further explore the interests, passions and “extra-curricular activities” of each young watchmaker.


“Through this project we want to highlight and recognize the talent that these young watchmakers have”, says Michele Sofisti. “Often who really makes watchmaking special never gets the correct credit and consideration. What you see in The New Face of Tradition is authentic. It is the reality of every day at Girard-Perregaux and we are proud of it.”


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