Clémence Dubois, Chief Product Marketing Officer Girard-Perregaux explains how the 160-year-old brand continues pushing itself further while preserving its traditional savoir-faire
The collaboration with Aston Martin seems to be a crucial aspect of Girard-Perregaux’s recent ventures. What inspired the partnership, and how do you see it evolving?
Girard-Perregaux has been involved with the automotive world for a long time, being one of the first brands to strike a long-term collaboration with a car manufacturer in the early 1990s.
Our collaboration with Aston Martin kicked off based on shared strong values and has been on a continuous evolution since the beginning of our partnership three years ago. This evolution is reflected in the co-creations we’ve unveiled, showcasing the progress we’ve made together. It is a successful partnership where the exchange of expertise between our two brands is the guiding force for our respective teams. Our designers and engineers consistently collaborate to push creative boundaries. The Laureato Absolute Chronograph Aston Martin F1 Edition is a perfect example: its composition blends titanium powder and carbon elements taken from two F1 race cars used during the 2021 season. This Neo Bridges Aston Martin Edition not only adheres to the rule but takes it a step further!
The Neo Bridges Aston Martin Edition is described as challenging horological conventions. Could you elaborate on the specific design and engineering challenges faced during the collaboration, and how they were overcome to create this timepiece?
When I mention that the Neo Bridges Aston Martin Edition elevates our partnership to a new level, it’s because this timepiece posed a challenge not only for us but also for the talented teams of designers and engineers at Aston Martin. The key to mutual benefit? Each of us embracing a unique challenge! We placed our trust in our partner and presented them with the task of redesigning a component of the movement, drawing inspiration from the lines and codes of their latest models. Aston Martin’s teams seamlessly adapted to the intricate scale of watchmaking.
Conversely, our teams successfully adorned the two bridges of the watch with a subtle iridescent green, reminiscent of the evolving paints on their latest models. Our challenge was to achieve this effect without burdening the two components with numerous layers of paint, as seen in various colours typical of the automotive industry!
The true greatness of this piece lies in the minutest details. In this collaboration, we are unquestionably going beyond the conventional approach of placing a logo on a timepiece.
As Girard-Perregaux’s Chief Product Marketing Officer, how do you balance the brand’s rich 230-year history with the need to stay innovative and relevant in the contemporary luxury watch market?
Invention and innovation are at the heart of our DNA. Since 1791, the aesthetes and gifted watchmakers leading the brand have always found new ways to create the extraordinary: from the Three Bridges in the late 1800s to defining the universal frequency of quartz and the high-frequency movement in the 1970s or even the Constant Escapement more recently, we have always strived to set new landmarks in the history of Haute Horlogerie. Our mission as a rare breed is to continue pushing ourselves further while preserving our storied savoir-faire. That is what drives us every day.
Having been with Girard-Perregaux for over a decade, could you share some key moments or milestones that you believe have significantly contributed to the brand’s meteoric rise under your leadership?
A lot has happened in 10 years! Girard-Perregaux has seen a remarkable positive evolution, consistently playing with its iconic shapes while leveraging its rich heritage and maintaining a forward-thinking approach. This is what keeps us in tune with our time. We’ve dedicated time to refining our two iconic collections, Laureato and Bridges.
The Bridges collection stands as our signature, celebrating the beauty of mechanics for over 160 years. Today, we relish in pushing boundaries with this model, taking on new challenges, as exemplified by the Tourbillon with Three Flying Bridges, where the bridges become the main plate that, ultimately becomes the case.
Regarding our Laureato collection, we take pride in the fact that this 1975 design remains the only integrated design since its inception, celebrating the blend of beauty and functionality. The octagonal-shaped base of the Laureato Absolute Light & Shade, unveiled earlier this year, serves as a perfect illustration. This collection propels us to be increasingly inventive, incorporating modern and innovative materials such as metallized sapphire, British racing green ceramic or a unique carbon shape into octagons and mixed with titanium powder to evolve this historical icon.
Our various collaborations provide unique opportunities to showcase the stories of these collections, each in their own distinctive way, aiming for the most impactful presentation possible.
You have mentioned a move towards a more relaxed communication style for Girard-Perregaux. How has this shift impacted the brand’s image, and what specific strategies have you employed to maintain warmth and accessibility while upholding the brand’s tradition?
We tend to think that we have a more approachable way of building our relationships compared to other major brands. Being independent and having the mission to bring joy to our clients has helped a lot in making this possible. We feel that because our watches are the product of exceptional savoir-faire and heritage, time should not stand still and our communication should be warm and playful. This is what we have done for the Casquette 2.0 last year for example where we created a fun and playful atmosphere around the theme of arcade games from the 1970s, all whilst keeping a savoir-faire messaging around it.
This inviting spirit is particularly noticeable in our Swiss mountain haven of La Chaux-de-Fonds, where the Villa GP warmly welcomes its exclusive guests as if they were at home! Stepping into our mono-brand boutiques, newly opened this year in London or Geneva, guarantees an immersion into this cosy and welcoming atmosphere.
Looking ahead, what can we expect from Girard-Perregaux in terms of product innovation, marketing strategies, and further collaborations?
You will need to stay tuned to learn more… All I can say is that we will continue supporting our key pillar collections, Laureato and Bridges, with exciting novelties and activities around the world that will help everyone discover Girard-Perregaux in a new light. You will see more of what we are doing today, and surprises to keep on bringing joy to watch enthusiasts and lovers.