235-Year-Old Watchmaker Girard-Perregaux Embraces Human Craftsmanship in the Age of AI

In an era increasingly dominated by artificial intelligence, the value of human craftsmanship is paradoxically on the rise. This is the guiding principle for Marc Michel-Amadry, managing director of the venerable 235-year-old Swiss watchmaker Girard-Perregaux, as it navigates the challenge of remaining relevant. Michel-Amadry posits that the future of haute horlogerie lies in a deliberate return to the human skills and mechanical ingenuity that are becoming scarce amidst mass production and AI integration. "The more crazy we go with technology and AI running our lives, the more important this connection to heritage, to human craftsmanship becomes," he stated. Girard-Perregaux offers collectors a unique opportunity to engage directly with the artisans behind its timepieces at its Swiss manufacturing site.

Michel-Amadry, who joined Girard-Perregaux in February 2025 after distinguished roles in the watch industry and at Sotheby’s, is focused on restoring the manufacture's recognition to a level befitting its rich history. "I have only one ambition: to reveal Girard-Perregaux for what it is and for the values that have always nourished it," he explained. These values trace back to Jean-François Bautte, who in the late 1700s consolidated watchmakers, engravers, goldsmiths, jewellers, and enamellers under one roof in Geneva. Bautte recognized that bringing artisans together fostered greater excellence than relying on external specialists, a philosophy that continues to shape Michel-Amadry's vision. "We have been a manufacturer since 1791, and are deeply rooted yet free." This independence is crucial, allowing Girard-Perregaux to develop movements, cases, and designs entirely in-house, unconstrained by history or a parent company. With Ulysse Nardin as its only stablemate, this autonomy is increasingly appealing to collectors seeking alternatives to mainstream brands.

The La Esmeralda tourbillon serves as a testament to this heritage, honoring a historic pocket watch that earned a gold medal at the 1889 Paris Universal Exhibition. "The beauty of our maison is that it has 235 years of history," Michel-Amadry remarked. "We are at the same level of legacy as Vacheron Constantin and Patek Philippe, but we have this freedom and this independent position." The Middle East, with its discerning collector base, is a key market, though Michel-Amadry emphasizes the global reach of horology's appeal. "Today, the impact of watchmaking, and horology in particular, is everywhere," he observed. "Wherever you are, in China, Dubai or New York, the level of knowledge, the level of sophistication collectors share and know about our industry is fascinating. Sometimes they know more than me," he added with a smile.

Michel-Amadry is particularly intrigued by the evolving relationship between technology and craftsmanship. As AI and algorithms become more pervasive, he anticipates a growing appreciation for handcrafted items. Girard-Perregaux champions what he terms "artisanal intelligence," a concept that involves preserving skills that many modern manufacturers might outsource. For instance, enamelling remains an in-house process, and the maison actively supports an engraving school in La Chaux-de-Fonds to safeguard this intricate discipline, practiced by a dwindling number of artisans. "Hand-engraving is a magnificent skill, but there are very few people who do it," he noted. "We cannot afford to let this knowledge disappear." The outcome is a craftsmanship that is intentionally human, eschewing mechanical perfection for artistry. "People are craving artistry," he said. "It is perfect, but it’s not machine-perfect. And that is what makes it beautiful."

The La Esmeralda tourbillon exemplifies this philosophy, a contemporary piece inspired by its 1889 predecessor. Its elaborate enamelling and finishing, requiring immense patience and precision, are mirrored in its modern rendition. This commitment extends to the maison's movements, where grand complications are individually signed by the master watchmaker, signifying both authorship and mastery. "We want that level of hand-finishing in our movements, in our cases, everything. We don’t compromise on this." Michel-Amadry's ambition for Girard-Perregaux is for it to be "not bigger, but better known," attracting clients who value the meticulous work from design to finishing. "We want to bring a different status to the people who embark into Girard-Perregaux. It is not about saying: ‘I’m rich. I’m powerful.’ It’s more about: ‘I know how this watch has been made and it has been made uncompromisingly.’"

This ethos extends to the collector's experience. Visitors to Girard-Perregaux's headquarters can interact directly with watchmakers, transforming the visit into an immersive journey that includes dining prepared by an in-house chef, exploring workshops, and even receiving jars of honey from the estate's beehives. "It is a place where you will not only meet a brand, an idea and a field of horology, but you will also meet people," Michel-Amadry emphasized. Even the new Geneva boutique was designed internally by the brand's chief marketing officer, leveraging her architectural background. "Who else can best incarnate what we want to stand for than us?"

Girard-Perregaux's history is replete with examples of this integrated approach, such as the Laureato, which recently marked its 50th anniversary. Launched in 1975, this sports watch is defined by its distinctive in-house designed eight-sided bezel. Michel-Amadry attributes its enduring appeal to its ability to evolve while retaining its identity, allowing vintage and modern Laureatos to coexist harmoniously. "It’s not about having the latest Laureato versus a beautiful Laureato from 1985 or 1992. They are all relevant, and we are seriously proud of that." The Laureato's significance also lies in its historical context; it emerged during the quartz crisis, a challenge Girard-Perregaux met with innovation, developing the Calibre 350 in 1971, which established the 32,768Hz frequency standard. The Laureato, powered by its successor Calibre 705, serves as a reminder that heritage and innovation are intrinsically linked at Girard-Perregaux. The brand's history is not merely a collection of past achievements but a testament to continuous horological experimentation.

The Three Bridges collection, first conceived by Constant Girard in 1867, is perhaps the clearest illustration of this philosophy. It reimagined the conventional movement by placing its components beneath three distinctive bridges, revealing the mechanics rather than concealing them. "It was more than skeletonisation," Michel-Amadry explained. "It was to change the whole view on how you create a movement: to show, to make the invisible visible, and to reveal the beauty within." This design, patented in 1884, remains a signature, reinterpreted in the Laureato 50th Anniversary Three Gold Bridges, a limited edition of 50 pieces that merges two key elements of Girard-Perregaux's design language.

Michel-Amadry's connection to Girard-Perregaux is deeply personal. A native of La Chaux-de-Fonds, his admiration for the watchmaker predates his tenure. For his 40th birthday, he acquired a Girard-Perregaux WW.TC chronograph, calling it his "celebration" and deeming the watch "absolutely exceptional." His personal investment underscores his commitment to guiding Girard-Perregaux into its next chapter.