Girard-Perregaux has announced 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.
The New Face of Tradition will highlight 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.
In addition to the printed version, the journal will be hosted at www.TheNewFaceofTradition.com, an online site where people may further explore the interests, passions and “extra-curricular activities” of each young watchmaker.
The journal will be launched on tour with a special event at Cipriani Dolci in New York City, where guests will have the opportunity to participate in an in-depth one-on-one workshop with the watchmakers. The workshops will demonstrate the intricacies of the movements and include hands-on lessons on how they are built. In addition, Girard-Perregaux will feature the latest 2012 novelties and Museum pieces from its historical archives.
“Too often brands hide their talented watchmakers behind the curtains of their manufactures”, says Michele Sofisti, CEO of Sowind Group (Girard-Perregaux and JeanRichard). “We are proud of the young artists we share our passion for watchmaking with and are excited to show to the world who they are. The New Face of Tradition seeks to break away from the current image many people have of the craft. It is not an antique (and certainly not a dead) art; it is young, revitalized and constantly evolving, much like the people behind it.”
New York City is the first stop of The Girard-Perregaux Young Watchmakers Tour. Later this year the international tour will move on to Beijing, Paris and several other international cities.