Girard-Perregaux has announced its position as the exclusive timekeeper and a founding supporter of the Academy Museum of Motion Pictures, a new Los Angeles-based filmmaking museum set to open in 2016.
The museum will be the first US not-for-profit museum dedicated exclusively to the history and ongoing development of motion pictures.
To promote its involvement with the history of movies, Girard-Perregaux will use iconic images from the Academy’s photography collection in its upcoming avertisements and will launch a series of special initiatives associated with the museum.
Michele Sofisti, chief executive of Sowind Group, owner of Girard-Perregaux, said: “We are honoured to be working alongside the Academy of Motion Picture Arts and Sciences on this extraordinary venture.
“We understand the importance of preserving the heritage and history of film making which, like watchmaking, requires an immense amount of love, work and dedication.”
The Museum will be located in the Wilshire May Company building in the heart of Los Angeles, and will feature galleries, theaters, screening rooms, and education centers that draw from an archive of more than 140,000 films, 10 million photographs, 42,000 original film posters, 10,000 production drawings, costumes, props and movie-making equipment. The space will also include anecdotal behind-the-scenes accounts from artists and innovators working in the motion picture industry.
Bill Kramer, managing director of development for the Academy, said: “We are thrilled to be partnering with Girard-Perregaux on the creation of the Academy Museum of Motion Pictures.
“Girard-Perregaux’s commitment to artistic excellence and technological advancement is a perfect fit for the Academy Museum. We look forward to working with them to realize this long-held dream of the Academy and the moviemaking industry.”
The brand was said to have boosted PPRs sales in its timepiece and jewellery sector, reporting 26% growth in revenue in Q3. It said Girard-Perregaux was a brand that "continues to gain ground” in the market place.