Girard Perregaux

PeterCDE
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True luxury... is to give things time: Introducing GP´s new campaign - "WAIT"

Dear enthusiasts,

again i´m honoured and happy to share another world´s first, the new advertising campaign by Girard-Perregaux:

I´m sure you will enjoy the new motifs and new approach; not just a very clever campaign, but with GP´s new slogan "watches for the few" a truly matching line.
As Girard-Perregaux puts it:

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Girard-Perregaux Brand Advertising Platform

In a world in which life is moving faster everyday, everyone seems to be prisoner of increasingly “disposable” trends and fashions. Thus “waiting” becomes a provocation, a metaphor for the ultimate modern luxury: taking time for oneself; understanding and appreciating the value that passing time confers upon some objects; recognizing the real value of things well before they become a status-symbol for everybody else. Today’s world celebrates “new”, “young”, “instant” as the standard bearers of modernity, and tries to erase every trace of passing time even from our faces and bodies. Re-asserting the value of time is therefore a choice of boldness and originality.

Learning to Wait is a cultural endeavour: it requires personality, intuition, strength of character, respect, passion. For the really good things in life, the most precious ones, the rarest, the authentically unique ones, all need time. Time for them to be created, or simply for being understood. For those who can foretell their immense value, it’s well worth waiting for all the time that is needed.

The “Wait” concept in the campaign is elegantly illustrated by the piece of wood that becomes a precious Stradivarius; the Cabernet grapes slowly turning into an exceptional Château-Lafite Rothschild; the unknown and underestimated Gauguin that only time will reveal as a true masterpiece; the millions of years that are necessary for the humble coal to transform into diamonds.

Yes, time matters immensely. The time that Girard-Perregaux needs to hand-craft a “complicated” model, more than one thousand hours; the three years of intense work, every time, to fine tune a new mechanism. These timepieces are the fruit of highly talented craftsmanship that is not guided by the rythms of the markets alone, but rather the number of hours and attention to detail that are necessary to create a unique piece that is as close to perfection as is humanly possible.

Not everyone will agree with this philosophy. Not everyone will understand, nor have the patience to Wait. This is why Girard-Perregaux prides itself in making “Watches for the few since 1791”.

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Please feel kindly invited to follow the parts to come and have a closer look at some of the new motifs, which will appear in print media all over the world in the future.
And finally, we´ll see how the luxury of taking time to do things translates to GP´s way of creating watches, with some few impressions from Manufacture Girard-Perregaux.

With thanks to Girard-Perregaux Suisse and kudos on some truly great ideas!

Greetings from Germany,

Peter

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