Miscellaneous235-Year-Old Watchmaker Girard-Perregaux Embraces Human Craftsmanship in the Age of AI
Girard-Perregaux, a 235-year-old Swiss watchmaker, is embracing human craftsmanship and heritage as a counterpoint to the rise of artificial intelligence. Managing Director Marc Michel-Amadry emphasizes the value of artisanal skills and in-house production to maintain relevance and appeal to sophisticated collectors.
The National|October 21, 2026 