Girard-Perregaux’s CEO On 2013 Watches
Girard-Perregaux
“I believe that today, especially in the luxury segment, authenticity pays, real values pay, history or future vision pays.“
Last December, Girard-Perregaux invited us to Art Basel Miami to attend the launch of its new line of watches, Hawk. The collection’s tie-in to Art Basel were 10 limited-edition timepieces created with artist William Sweetlove, known for his commentary on the eco-system through thought-provoking statues of animals. We spoke to Girard-Perregaux CEO Michele Sofisti to learn more.
AskMen (AM): What inspired Girard-Perregaux to team with William Sweetlove and Art Basel Miami?
Michele Sofisti (MS): The decision we took had different elements in it. We decided to be in Miami to introduce worldwide our new Hawk collection. We wanted, as we did in the past, to be part of an important environmental project, and, finally, we wanted be linked to art and education. The whole [thing] has been possible thanks to the association with the art gallery Ca’d’Oro, which represents Mr. Sweetlove, and which organised an exhibit during Art Basel in Miami at the Freedom Tower. The exhibit “For Everglades” had the aim also to bring attention to the Everglades’ delicate ecology.
AM: The eco-conscience theme was undeniable. Is this message something we can expect to see more of from Girard-Perregaux in 2013? How?
MS: We did quite a few events in 2012, linked to eco-conscience. In March, we auctioned with Christie’s a watch for the Green Auction — a bid to save the earth. In May, we partnered with David and Susan Rockefeller to introduce Susan’s short film, Mission of Mermaids, and David’s foundation’s Sailor for the Sea, both with the aim to bring attention to ocean pollution and on the importance of our living of the sea. Finally, in December, we did the project FOREVERGLADES in Miami. All this is not casual but answers a precise wish we have in our company to do whatever is possible, to create eco-sensibility, attention to environmental issues — and this goes, of course, hand-in-hand with the great sensibility on such issues at PPR Group level. In 2013, we’ll keep going bringing the Rockefeller project to Japan and China and with other actions that we are planning.
AM: The limited-edition FOREVERGLADES timepiece is artistic and fun, but perhaps not for every man. Who do you see being the customer for this?
MS: The 10 pieces — limited edition, as you say — are fun watches. All sold out, considering the extremely limited numbers. Who bought those were people in love with our new collection, sensible to the environmental issues and, finally, people who liked the design of the watch and, in particular, the unique white strap with embroidered crocodiles on it.
AM: The Hawk collection is an exciting line in the Girard-Perregaux family. What are some other launches we can expect in 2013? Even just a hint!
MS: We have a very rich plan for this year. We have built and implemented a very strong and quick development in 2012, and we will be able to present quite a few new products during the coming year. The very first will be our new Cat’s Eye ladies line in steel, followed by the new bi-axial tourbillon in tantalum, and a full new line of watches called “Traveller” ready to be presented in March. All this awaiting the masterpiece of Dominique Loiseau and a few more products in the high-end line to be presented at Basel Fair. We did all this to renew the whole collection, to match with more modern products the very innovative and strong communication strategy that we started one year ago. The whole is aimed to bring GP toward the future with a long-term product plan.
AM: What do you think is the biggest mistake men make when buying a watch?
MS: There are few mistakes you can make and not necessarily only men would do. The first is to buy without knowing the details of the the story behind it. I believe that today, especially in the luxury segment, authenticity pays, real values pay, history or future vision pays. The choice today in the watch market is just gigantic and few elements can help making the decision. Quartz or mechanic, complications or simple movement, historical brand or a new brand. Then it is a question of taste and aesthetic.