Manufacture
AnthonyTsai's report on Girard-Perregaux's "Watchmaking on the Beach" event at Miami Art Week in 2012 offers a fascinating glimpse into how luxury watch brands engaged with art and environmental conservation a decade ago. This article highlights Girard-Perregaux's innovative approach to showcasing horological artistry alongside contemporary art and a limited edition timepiece supporting the FOReverglades exhibit. It provides valuable context for understanding the brand's marketing strategies and community involvement during that period.
Miami, Florida (December 7, 2012) – The Freedom Tower alligators that have caused so much attraction took over the Mandarin Oriental for an evening of Miami beats, art and watchmaking on the beach. Girard-Perregaux, iconic luxury Swiss watch brand, who partnered up with the FOReverglades exhibit to encourage environmental conservation efforts, created a limited edition timepiece featuring the famous alligators and celebrated the launch of their new HAWK collection.
Watchmaking on the Beach
By Girard-Perregaux
Debuts at Art Week Miami
Two young watchmakers from their famed Manufacture and Sowind CEO (Girard-Perregaux and JEANRICHARD) Michele Sofisti flew in for the occasion and hosted workshops on the beach for guests who traveled to Miami for specifically for this evening. The focus of the celebration was art all around, Girard-Perregaux'sart of watchmaking, the art of interactive video installations, the art of cigar rolling and the art of FOReverglades by renowned artist William Sweetlove.
"We are very happy to be here in Miami Art Week", said Mr. Sofisti. "Watchmaking is a beautiful art; our watchmakers treat every movement and timepiece with such care, love and passion. We are excited to be sharing this experience with Miami and art lovers."
TomΓ‘s Regalado, Mayor of the City of Miami, joined the festivities and was presented with a FOReverglades limited edition watch by Mr. Sofisti for the city of Miami. "We thank the city of Miami for welcoming us into their beautiful home and congratulate them on their achievements with Art Week".
In addition to the watchmaking workshops, the evening featuring other art exhibits in honor of Miami Art Week. Interactive video installations by Vimeo Best Artist winnerSweatshoppe kept guests "painting" images of the new HAWK collection while others enjoyed the work of Alec Bradley's master cigar roller.
An onlooker said: "Girard-Perregaux has definitely left its mark in Miami". Ironic considering all guests were gifted sandals with the brand's name and FOReverglades alligator image printed on the base, thus, literally leaving marks on the sand as they walked about on the beach towards their watchmaking workshops.
The HAWK collection features the perfect balance between Girard-Perregaux's 221 year-old history with modern design. As Mr. Sofisti would describe it: "It is not a sport collection, it is a lifestyle".
About Girard-Perregaux
Girard-Perregaux is a Swiss high-end watch manufacturer tracing its origins back to 1791. The history of the brand is marked by legendary watches that combine sharp design with innovative technology such as the renowned Tourbillon with three gold bridges presented by Constant Girard-Perregaux in 1889 at the Paris Universal exhibition where he was awarded a gold medal.
Devoted to the creation of state-of-the-art Haute Horlogerie, Girard-Perregaux is one of the very few watchmakers to unite all the skills of design and manufacture under the same roof including the forging of the "heart" of the watch, the movement. With over 80 registered patents, Girard-Perregaux is fully committed to research and development to constantly fuse its unique heritage into modern watchmaking. Girard-Perregaux is majority owned by PPR.
Press Release
I know us watch nerds see the link between horology and art, but I'm not sure the general public do. So I like to see these type of events where the art and artistry of watchmaking is on display. And the Sea Hawks look impressive on girls wrists too. Certainly a statement. Andrew
But I am not sure what is more frustrating, to miss a Girard Perregaux event, a brand that I am very fond of, or the fact that it was held on the same island that I live in and could of walked over in about 5 minutes, IF I would of known.... The girls look good as well. But alas, there was alot going on that week since it was Art Basel week in Miami and many events going on. Maybe next year. Regards J.
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