How does a 235-year-old watchmaker thrive in the age of artificial intelligence?
The more artificial intelligence takes over our lives, the more valuable the human hand becomes. That is Marc Michel-Amadry’s theory, and a fitting one to apply at Girard-Perregaux, a 235-year-old watchmaker trying to keep itself relevant. As managing director of the Swiss watch maison, Michel-Amadry believes the future of watchmaking lies, paradoxically, in looking back, towards the human skills…
Marc Michel-Amadry, the managing director of Girard-Perregaux, a 235-year-old Swiss watchmaker, believes that artificial intelligence's increasing presence in our lives makes the human touch more valuable. Michel-Amadry joined the company in February 2025 and aims to restore the brand's recognition to its historical level. The success of Girard-Perregaux lies in its heritage, craftsmanship, and independence.
Founded in 1791 by Jean-François Bautte, the brand has always prioritized having its artisans work together, rather than relying on a network of specialized workshops. This spirit of collaboration remains central to Michel-Amadry's vision for the brand. With only Ulysse Nardin as a stablemate, Girard-Perregaux's independence is increasingly important to collectors seeking alternatives to well-known names.
The Middle East, with its sophisticated community of watch enthusiasts, plays a crucial role in this strategy. Michel-Amadry emphasizes that the impact of watchmaking and horology is felt worldwide, and collectors in regions such as China, Dubai, and New York possess a deep knowledge of the industry. He particularly appreciates the growing appreciation for handcrafted objects, which he believes will only grow in value as technology advances.
One of Girard-Perregaux's most iconic pieces is the La Esmeralda tourbillon, a contemporary timepiece that draws inspiration from a pocket watch that won a gold medal at the 1889 Paris Universal Exhibition. The watch's elaborate enamelling and finishing showcase the brand's commitment to human craftsmanship, with each piece individually signed by the master watchmaker who creates it.
This dedication to quality is evident in the brand's movements, which feature individual signatures from the watchmakers who craft them. The maison's philosophy extends beyond its products, as exemplified by its unique visitor experience at its headquarters. Unlike many luxury houses, Girard-Perregaux invites visitors to meet the watchmakers directly, learn about the manufacturing process, and even enjoy meals prepared in-house.
This personal approach reflects the brand's commitment to maintaining its artisanal integrity and fostering a deeper connection between the brand and its clientele.
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