PARIS — Girard-Perregaux launched its first Aston Martin-partnership watch mannequin on Tuesday, providing an ethereal tourbillon with three flying bridges — the historic home signature — that appear to be they’re floating, set between clear, sapphire glass panes.
“It’s completely transparent, the bridges are practically suspended, fixed in a way that looks practically invisible,” famous Patrick Pruniaux, chief government officer of Girard-Perregaux. The concept was to work the three bridges into a up to date design, defined the chief, describing the collaboration with the famed carmaker.
“The two brands have so much in common, I think there will be a nice love story between the two,” he added.
Girard-Perregaux kicked off its 230th anniversary 12 months with the announcement in February of its partnership with Aston Martin. It is the official timekeeper of the British carmaker, which returned to Formula 1 racing as a works crew this 12 months. Its Cognizant Formula 1 crew vehicles are stamped with the watchmaker’s identify.
The government described each labels as carrying a sure “elegance and authenticity,” each producing at low volumes and top quality. “There is an iconic side to the brand [Aston Martin], but that doesn’t stop them from being creative — this is a trait that we both have in common,” he mentioned.
The watchmaker not too long ago parked an Aston Martin DBX SUV at its La Chaux-de-Fonds headquarters. The mannequin options in a movie on the watchmaker’s web site, exhibiting a gaggle of youths streaming out of the car at night time and trotting as much as a rooftop to gentle up the carmaker’s brand — meant to mission a full of life, youthful method.
Pruniaux mentioned it may very well be tempting to take a conservative method when drawing on the historic tourbillon with three bridges design, which dates again to 1867. “In fact, we played around with them to make a very contemporary piece,” he mentioned.
“We had to consider lines and proportion on a far smaller measure than we are used to in the realm of automotive design,” Marek Reichman, government vice chairman and chief inventive officer of Aston Martin, mentioned in a press release.
The timepiece will likely be produced in a restricted collection of 18 items with a price ticket within the vary of 146,000 Swiss francs, which is equal to round $155,000.
Asked about how the pandemic context may need affected how labels work in collaboration with each other, Pruniaux harassed the significance of making certain partnerships are significant.
“I think you have no choice but to be sincere. I believe there is absolutely no point in doing something for pure marketing reasons,” he mentioned, asserting that folks will discover if there’s not an actual second of joint creativity.
“This is true for all partnerships — you have to have some coherence.”
Executives are drawing up plans for occasions to deliver collectively their communities, which Pruniaux predicted would have a halo impact. In the case of Aston Martin and Girard-Perregaux, the 2 labels have robust heritage, deep experience and are related to a “high level of passion,” he instructed.
While they’re each high-end labels when it comes to worth and high quality, there’s a sure inclusiveness and heat behind them, he added. “It’s never your first car or first watch but at the same time, there’s a welcoming side to the two brands,” he mentioned.
Under Pruniaux’s course, Girard-Perregaux has refocused the product assortment, in the reduction of on the variety of novelties launched every year, upgraded its community of distribution channels and sharpened model messages. “The brand is developing well,” Pruniaux mentioned. “We hold a long-term view.”