Girard-Perregaux Launches First Watch With Aston Martin – WWD

PARIS — Girard Perregaux launched its first Aston Martin-partnership watch mannequin on Tuesday, providing an ethereal tourbillon with three flying bridges — the historic home signature — that seem like they’re floating, set between clear, sapphire glass panes.

“It’s utterly clear, the bridges are virtually suspended, fastened in a approach that appears virtually invisible,” famous Patrick Pruniaux, chief government officer of Girard-Perregaux. The thought was to work the three bridges into a recent design, defined the chief, describing the collaboration with the famed carmaker.

“The 2 manufacturers have a lot in frequent, I feel there might be a pleasant love story between the 2,” he added.

Girard-Perregaux kicked off its 230th anniversary yr with the announcement in February of its partnership with Aston Martin. It’s the official timekeeper of the British carmaker, which returned to System 1 racing as a works group this yr. Its Cognizant System 1 group automobiles are stamped with the watchmaker’s identify.

The chief described each labels as carrying a sure “magnificence and authenticity,” each producing at low volumes, and prime quality. “There may be an iconic facet to the model [Aston Martin], however that doesn’t cease them from being inventive — this can be a trait that we each have in frequent,” he mentioned.

The watchmaker not too long ago parked an Aston Martin DBX SUV at its La Chaux-de-Fonds headquarters. The mannequin options in a movie on the watchmaker’s web site, exhibiting a gaggle of youths streaming out of the car at evening and trotting as much as a rooftop to gentle up the carmaker’s emblem — meant to undertaking a vigorous, youthful method.

Pruniaux mentioned it may very well be tempting to take a conservative method when drawing on the historic tourbillon with three bridges design, which dates again to 1867. “In actual fact, we performed round with them to make a really up to date piece,” he mentioned.

“We needed to take into account strains and proportion on a much smaller measure than we’re used to within the realm of automotive design,” Marek Reichman, government vp and chief inventive officer of Aston Martin, mentioned in an announcement.

The timepiece might be produced in a restricted sequence of 18 items with a price ticket within the vary of 146,000 Swiss francs, which is equal to round $155,000.

Requested about how the pandemic context may need affected how labels work in collaboration with each other, Pruniaux harassed the significance of guaranteeing partnerships are significant.

“I feel you don’t have any alternative however to be honest. I consider there may be completely no level in doing one thing for pure advertising causes,” he mentioned, asserting that folks will discover if there’s not an actual second of joint creativity.
“That is true for all partnerships — it’s a must to have some coherence.”

Executives are drawing up plans for occasions to convey collectively their communities, which Pruniaux predicted would have a halo impact. Within the case of Aston Martin and Girard-Perregaux, the 2 labels have robust heritage, deep experience and are related to a “excessive degree of ardour,” he prompt.

Whereas they’re each high-end labels by way of worth and high quality, there’s a sure inclusiveness and heat behind them, he added. “It’s by no means your first automobile or first watch however on the similar time, there’s a welcoming facet to the 2 manufacturers,” he mentioned.

Beneath Pruniaux’s route, Girard-Perregaux has refocused the product assortment, in the reduction of on the variety of novelties launched every year, upgraded its community of distribution channels and sharpened model messages. “The model is creating nicely,” mentioned Pruniaux. “We maintain a long-term view.”





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