Kristian Haagen: First time back in Basel. What made Sowind decide to move from SIHH to BaselWorld?
Michele Sofisti: There are various reasons, but first let me say that the SIHH has been very important for the development of Girard-Perregaux in recent years. This being said, Sowind is currently working hard on developing and implementing a new strategy for Girard-Perregaux as well as for JeanRichard – coupled with a new price positioning. On top of that, Gucci watches and Boucheron (red: also part of PPR) are present in Basel.
Girard-Perregaux has been enjoying increased attention, especially online. Is luxury horology promoted better online than offline (print ads)?
It depends on the Brand and each one has a different approach relating to different needs. For us, in working to propel our 220 year-old brand toward the future, we could not miss out on establishing a strong presence on the Web. It is a perfect tool to communicate rapidly and in a very interactive way. We have created blogs offering a variety of possibilities for collectors or passionate to reach and talk with us. Via the net, we are raising the visibility of our products as well as our people, and particularly the young watchmakers. I believe that a strong presence and communication on the web is extremely useful.
What is the annual production of Girard-Perregaux and are you expecting an increase over the next two or three years?
We currently produce several thousand watches but we are ready and equipped to increase our capacity. This is also one of the reasons why we have evolved our collection structure towards more clarity and simplicity, with a steady stream of new products, more easily understandable displays at retailers as well as streamlined production methods. Already last year, these changes enabled us to significantly increase our production capacity. We also hope that the new products will be a success and stimulate further growth.
What was the main market for Girard-Perregaux ten years ago and what is the main market today?
Ten years ago Europe was very strong, whereas today Asia and particularly China has taken over. Like many others, we are strong in places where the market has an overall strong economy.
What do the Girard-Perregaux new releases represent this year in terms of size, functions/complications and gender?
We have done some extremely extensive work over the last 16 months. The result is the launch of two new product families: the Hawk and the Traveller. The first features a chronograph and a diver's model, while the Traveller introduces a watch with big date and moon phases, and another with a worldtimer function. We have introduced new products in the existing lines, Girard-Perregaux 1966, Vintage 1945 and a new steel case in the Cat's Eye range. We have strongly developed the high-end pieces with great complicated watches and finally our revolutionary Constant Escapement watches. All these efforts have thus focused in repositioning the brand as well as offering a more modern collection.
What is the spread between men's and ladies' watches in terms of sales?
We are still mainly addressing a male clientele, but we are increasing our offer for ladies who are fond of the brand.
Which model is your favourite in the collection? Both in terms of vintage and contemporary timepieces?
I usually wear a ww.tc because I love the design and the useful functions. For sport, I wear a Sea Hawk. I'll certainly enjoy wearing the new pieces we have created as soon as they are ready.
Which function in a watch (besides showing the time) do you most appreciate in a mechanical watch?
A dual time is a very useful function and really helps when you travel a lot. On the high end, I love the tourbillon for its mechanism. Our Tourbillon with Gold Bridges is extremely well done and has an incredible history. I also love minute repeater because it embodies the quintessence of mechanical horology and its roots.
