While the GPHG's evolution can be seen as having evolved from edition to edition in step with ceremonies, rule changes and jury composition, two strategic shifts have occurred at the end of each decade.
2001: AND THE WINNER IS...
In 2001, Gabriel Tortella and Jean-Claude Pittard created the Grand Prix d Horlogerie de Genève and co-founded the WorldTempus watch news website (part of GMT Publishing since 2014) with 22 major brands. Characterized by its social atmosphere and under the leadership of a charismatic duo who also published the Tribune des Arts, the launch attracted the biggest brands featured in the very first editions: Vacheron Constantin won the first 'Aiguille d'Or' Grand Prix in 2001, Patek Philippe in 2002 and 2003, F.P.Journe in 2004 and Richard Mille in 2007. The event was held at the Grand Théâtre de Genève with all the most prominent watchmaking groups and independent brands taking part. An impressive array of CEOs filled the front rows during the awards ceremony, followed by a highly popular gala dinner and a festive after-party organized by GMT. Despite the event being a success and steady growth of the GPHG's reputation, there was increasing criticism relating to the absence of transparency in awarding the prizes as well as the jury's lack of independence.
2011: A RECOGNIZED PUBLIC-INTEREST ASSOCIATION
In 2009, the founders of the GPHG sold the companies they had created to the Edipresse group. Aware of the issue relating to the jury's independence, the media group's executives decided to establish a foundation of recognized public interest, sponsored by the Canton and City of Geneva. Co-founder (with yours truly) of GMT, to which he had just sold the rights, Pierre Jacques was appointed Director of the GPHG and oversaw this transition from 2009 to early 2011. Under his leadership, the GPHG went international and exhibited the selection of finalist watches at The Hour Glass in Singapore. For the first time, iconic retailers from around the world took to the stage to present the awards. Pierre recalls the tenth anniversary of the GPHG, to which he invited dancers from the Lido: "They were magnificent on stage with their large Brazilian feathers. It was an exceptional period!" Once the GPHG Foundation was launched, its presidency was entrusted to the former President of the Geneva State Council, Carlo Lamprecht, who served in this position until 2017, endowing it with a whole new dimension. Alongside him, Carine Maillard (who had been working for the GPHG since 2004) was appointed Director. She comments on this key turning point: "The entire operation of the Grand Prix was redesigned at that time to ensure its sustainability, independence and internationalization. With the same objective in mind, the Academy was created in 2020. I have learned that, in addition to a vision, it takes time and perseverance to carry out such a project, which fortunately is constantly growing and evolving."
2020: THE ACADEMY IS BORN
With the arrival of Raymond Loretan as President of the Foundation in 2018, a new era dawned. Determined to further strengthen the GHPG's credibility and influence, this former ambassador, businessman and keen networker drew inspiration from the Academy of Motion Picture Arts and Sciences in launching the GPHG Academy: 'The aim is to broaden its scope of promotion and action, inviting all industry players who believe in the shared destiny of watchmaking around the world to take part in the various stages of the watch nomination process.' The gamble has paid off, as the GPHG Academy now encompasses more than 1,100 members from around the world. Carine Maillard continues: 'More than just a competition, the GPHG is a unifying promotional tool that highlights the creativity, vitality and excellence of watchmaking as a whole, while emphasizing its international cultural dimension. Open to all, it rewards both the newest and the most established brands, offering a unique overview of contemporary production, particularly through its exhibitions presenting the finalists around the world.'
MAY THE BEST BRANDS WIN
Today, the GPHG is undeniably one of the must-see events on the watchmaking calendar and its prize list carries more weight than any watchmaking award initiated by other entities. Does that mean a brand's success is entirely dependent on the GPHG? Such is the dilemma facing the GPHG at the moment: an increasing number of 'small' brands are participating and winning, which dissuades certain established brands that do not want to risk seeing their nominated watches 'lose' to lesser-known candidates. Conversely, certain brands are not discouraged by such setbacks. Bovet and IWC participated and obtained nominations for their watches for years, without ever becoming winners, until the day the jury members awarded them the 'Aiguille d'Or' Grand Prix in 2018 and 2024 respectively! In addition to these, the brands that have won the supreme 'best in show' award since 2011, are (in chronological order): De Bethune, TAG Heuer, Girard-Perregaux, Breguet, Greubel Forsey, Ferdinand Berthoud, Chopard, Audemars Piguet (2019 and 2023), Piaget, Bvlgari, and MB&F. The podium for the most titled brands since 2011 (all categories combined) features three watch and jewelry Maisons: Van Cleef & Arpels with 13 awards; Bvlgari and Piaget with ten awards each, tying with the surprising Voutilainen; closely followed by Tudor (nine awards) and two major independent brands, Audemars Piguet and Chopard (seven awards). It seems fair to say that watchmaking's diversity is well represented in this roster. Here's to the next quarter century of the GPHG!
NOWADAYS
In 2025, the Great Magazine of Timepieces and the Grand Prix d'Horlogerie de Genève are both celebrating their 25th anniversary. Two and a half decades of emotion, precision and watchmaking storytelling. To mark this milestone, they have decided to create a special moment together named GPHG Off - L'Autre Scène by GMT: an event designed for those who cannot attend the official ceremony but wish to experience its spirit in a different way. GMT and the GPHG are bringing their special guests together in an elegant, intimate atmosphere for a selective broadcast, inspired watchmaking conversations, carefully selected bubbles... and a keen vision of contemporary creation. To be continued in our holiday issue.
