Girard-Perregaux has been a leading name in watchmaking since 1791. Needless to say this brand has existed through the most revolutionary and important moments in history and the GP brand certainly reflects that \u2013 a company that is fearless when it comes to adapting to a new world. With that being said, one could assume that a brand that has endured so much would struggle with the digital age\u2019s relentless pace. Well, Girard-Perregaux are not only thriving, they\u2019re still \u2013 after over 200 years of being in the game \u2013 revolutionising the industry, as we know it.\r\n\r\n\r\nYou\u2019ll also like:\r\nWatches to Die For \u2013 SIHH 2017 (Part 1)\r\nWatches to Die For \u2013 SIHH 2017 (Part 2)\r\nWatches to Die For \u2013 SIHH 2017 (Part 3)\r\nWatches to Die For \u2013 SIHH 2017 (Part 4)\r\n\r\n\r\n\r\n\r\nSpeaking to CEO Antonio Calce, he says it is imperative to keep a firm grasp of what gave the Girard-Perregaux its longevity throughout history. \u201cIn the last two years my job was to reconnect the brand with its value and its heritage,\u201d said Calce, \u201cto reconnect the brand with the old strategy in terms of product strategy, in terms of communications strategy and in terms of distribution strategy. I have to protect the heritage; the value of the brand is the heritage. But it's not enough to capitalise on the heritage if you don't propose innovation and creativity.\u201d\r\n\r\n\r\n\r\nHe goes on to point out how Girard-Perregaux have managed this even with their most recent release: a relaunch of the Laureato, established in 1975. \u201c(This year) we relaunched this watch 42 years later in the complete product family - four sizes, four different movements,\u201d said Calce. \u201cIt's incredible because of course we adapt the product with trends today but all the code with a lot of respect \u2013 all the code, all the identity of the product.\u00a0 We respect all the detail based on the first one in 1975. This is really a perfect example. Innovation is possible with respect.\u201d\r\n\r\n"the value of the brand is the heritage. But it's not enough to capitalise on the heritage if you don't propose innovation and creativity.\u201d\r\n\r\nThe 1970\u2019s were a monumental era for Girard-Perregaux, as they were the brand that invented and spearheaded the highly influential quartz movement. This came at a time when a technological upheaval was necessary for the watchmaking industry, and GP took it into their own hands with their still-relevant focus on connecting the past to the future. \u201cGP: all the history and all the heritage of the brand is based on creativity and innovation,\u201d said Calce. \u201cThis is really the reputation of the brand. And this GP brand will come year after year with really innovative products and incredible creativity - the constant escapement.\u201d\r\n\r\n\r\n\r\nDespite the brand\u2019s influence on the watchmaking industry that is present today, Calce also makes note that the brand\u2019s work is never finished. \u201cIn the watch industry, it's never finished,\u201d he said. \u201cSince the beginning my responsibility is to take care about the watch. We pass year after year, cycle after cycle, the brand is always there.\u201d\r\n\r\nhttps:\/\/www.youtube.com\/watch?v=GgX25wsXGvA\r\n\r\nAs far as the future goes, Calce remains confident that Girard-Perregaux will continue to have the same resilience and impact that they\u2019ve possessed since the brand\u2019s inception. \u201cWe know the last few years the situation for the watch industry was not so good,\u201d he said. \u201cBut at the same time you have a lot of opportunities this time. If you are always in line with your roots, with your heritage, and you propose a lot of innovation in line with your heritage, it's a real answer in this period - a real answer.\r\n\r\n\r\n\r\n\r\nYou\u2019ll also like:\r\nWatches to Die For \u2013 SIHH 2017 (Part 1)\r\nWatches to Die For \u2013 SIHH 2017 (Part 2)\r\nWatches to Die For \u2013 SIHH 2017 (Part 3)\r\nWatches to Die For \u2013 SIHH 2017 (Part 4)\r\n\r\n\r\n\r\n\r\nHave you subscribed to Man of Many? You can also follow us on Facebook, Twitter, Instagram, and YouTube.