How does a 235-year-old watchmaker thrive in the age of artificial intelligence?

Marc Michel-Amadry, the managing director of Girard-Perregaux, a 235-year-old Swiss watchmaker, advocates for the importance of human craftsmanship in an era dominated by artificial intelligence. He believes that the increasing dependence on technology and AI has heightened the value of heritage and human skills in watchmaking. Michel-Amadry joined the company in February 2025, aiming to restore the brand's recognition and restore its values, which originated with Jean-François Bautte in the late 1700s.

Bautte understood that excellence was best served by having his artisans collaborate, a principle that remains central to Girard-Perregaux's identity.

Michel-Amadry views the company's independence as vital, as it allows the maison to develop movements, cases, and designs completely in-house. This independence sets Girard-Perregaux apart from other luxury watch brands, giving it a unique identity and a rich history comparable to Vacheron Constantin and Patek Philippe. The Middle East, with its sophisticated community of collectors, is a key focus of the company's strategy.

However, Michel-Amadry emphasizes that the impact of watchmaking is global, as collectors in various regions share the same level of knowledge and sophistication.

The maison places great importance on hand-engraving and enamelling, skills that are becoming increasingly rare due to the rise of mass production and AI. Michel-Amadry ensures that these techniques are preserved in-house, with the support of an engraving school in La Chaux-de-Fonds. He sees the beauty of hand-engraving in its imperfections, as it is not machine-perfect and carries a human touch that is appealing to collectors.

The company's flagship piece, the La Esmeralda tourbillon, exemplifies this philosophy. This contemporary timepiece draws inspiration from an 1889 Paris Universal Exhibition watch and features elaborate enamelling and finishing techniques that require patience and precision. Similarly, the maison's movements are individually signed by the master watchmaker who creates them, a declaration of authorship and craftsmanship.

Michel-Amadry believes that quality should never be compromised, and this philosophy extends to every aspect of the maison's creations, from design to finishing.

Girard-Perregaux's commitment to craftsmanship is evident in its unique visitor experience. The maison's headquarters in Geneva is a museum, a private house, and a destination, where visitors can meet watchmakers, eat meals prepared by an in-house chef, and explore the workshops. This personal and immersive approach sets Girard-Perregaux apart from other luxury brands and reflects Michel-Amadry's belief that the brand should offer more than just a high-status product.