Kristian Haagen: Girard-Perregaux seems to be doing very well. I cannot help thinking the new advertising campaigns have something to do with this, since many of the models have been around for ages. Would you care to comment on the importance of communication and what campaigns you think have been the most successful in 2013?
Michele Sofisti: In the last two years, we have worked heavily on making a strong evolution of our product collections and we can say today that almost 80% of it is new. In particular two new lines like the Traveller and Hawk which have been introduced between end 2012 and 2013.
At same time we have reworked our communication strategy giving accent to our own Young Watch Masters and to the dedicated communication, to our iconic partnerships, like the Academy Museum of Motion Pictures in Los Angeles. Thanks to this partnership we could introduce two new campaigns. Last year with Alfred Hitchcock on the filming of PSYCHO and this year with this new strong historical movie photo of Harold Lloyd hanging from the hands of a clock tower in the 1923’s masterpiece SAFETY LAST!
The Chrono Hawk (especially) seems to be highly successful launch. Which markets have responded best to this revamped Hawk-series?
We did the Hawk collection, with chronograph and diver models, to collect in one product family all our sport models. The design recalls clearly the elements of the Laureato and the original Sea Hawk in our try to give continuity and respect to the Company roots. It has a larger size 44 mm than the usual classic Girard-Perregaux models and therefore has got a very good acceptance particularly in Americas, North Europe and Middle East.
I remember a Sea-Hawk 1000 Meter diver's watch with a Tourbillon and the almost legendary 1945 Jackpot. Playful watches. However 2013 was all about that epic Constant Escapement. Has Girard-Perregaux become more serious and less playful, when looking at the two aforementioned models?
I think that in reality we are creating a new modern Girard-Perregaux with very strong products, like the new Constant Escapement or some models that we are going to present in Baselworld this year. We are trying to bring our regard to the future with continuity with the past tradition.
I once heard a number of 5.000 GP movements made for i.e. MB&F, Ebel and other Swiss companies. Will Girard-Perregaux still be a movement provider and perhaps fill some of the demand that Swatch Group has put a hold on or will i.e. Gucci take most of the mechanical movements for their new high-end production, i.e. the Dive collection?
We still are ready to produce and deliver certain quantities of Girard-Perregaux movements and we do with some historical partners. It is part of our Sowind strategy, but the situation is changing with more integration also for movements inside the largest watch groups.
JeanRichard introduced a very popular collection last year. Has the success of this new Scope-range been able to introduce JeanRichard into new markets and do you offer this sister brand to non-Girard-Perregaux retailers?
JeanRichard starts to be a very nice success story. In less than one year we are already in around 40 countries and by about 150 top retailers. Our level of sell out is good and we feel a great acceptance of our collection and our communication initiatives. We think also that the newly announced partnership with the football team Arsenal will give a stronger and larger visibility to our activities.
There were strong rumours of Kering taking over Richard Mille. Would you care to share your thoughts on these rumours?
The Richard Mille rumours are no more than rumours because that company stays as before in private hands.
Lastly, what are your three best advices you could give a new coming watch brand today?
Very difficult to advice a new brand to come into a very crowded industry at all price levels. My suggestions would be to work on a clear vision on what the brand will reach, on authenticity and real values whatever price point the brand will be, and to be well balanced geographically without depending from one or the other markets.
