A few years ago we were all hearing about how hard it was for the watch industry to recruit enough watchmakers to do repairs on existing movements, never mind develop new ones. Brand reps would say things like “there are only three guys in Switzerland who can make this complication.” Watchmaking was just not resonating as a sexy vocation for young people.
So it’s nice to see Girard-Perregaux’s new campaign showcasing eight of its bright young watchmakers both at the bench and behind the scenes. G-P is taking them all on a worldwide publicity tour this spring to introduce the cool kids behind the complications.
It all starts at Cipriani Dolce in New York City May 1, where guests can sit in on a workhsop and learn how a watch movement is made. An ad campaign includes shots of the sexy young watchmakers in both in lab and street clothes (with and without eye loups) along with a few facts about their personal lives. Frederic Kuzniak, for example, has also worked as an airplane mechanic. Jean-Luc Borel plays the Alphorn in his spare time and last year won the World Alphorn Championship. Laetitia Pino says if she weren’t a watchmaker she’d want to work with animals on a nature reserve.
Fine by us, as long as they keep making great watches.