Four young watchmakers took to the streets of New York City this week to promote Girard-Perregaux project The New Face of Tradition project that promotes watchmaking as a career for young people.
The young Girard-Perregaux watchmakers were photographed plying their trade at iconic places around the city such as Grand Central Station, Times Square and the Brooklyn Bridge.
The exercise was not just a photo opportunity; passers-by were encouraged to join the watchmakers for in-depth one-on-one workshops.
Michele Sofisti, chief executive of Girard-Perregaux owner Sofisti, said: “Girard-Perregaux is bringing watchmaking into the 21st century. The images we took of the young watchmakers in these NYC iconic locations show just that – the combination of tradition and innovation we value so highly.”
The New Face of Tradition website has been designed to allow visitors to get to know young watchmakers working for Girard-Perregaux, delving beyond their technical skills to show their personal hobbies and interests – to give personality to the young personalities working in the watch trade.
Sofisti said: “Through this project we want to highlight and recognise the talent that these young watchmakers have. Often who really makes watchmaking special never gets the correct credit and consideration. What you see in The New Face of Tradition is authentic. It is the reality of every day at Girard-Perregaux and we are proud of it.”