THE NEW FACES OF GIRARD-PERREGAUX: Girard-Perregaux wants to put a youthful face on the profession of watchmaking, starting with a worldwide tour and the print and online journal, “The New Face of Tradition, Eight Young Watchmakers and the Art of Making Time.” Michele Sofisti, chief executive officer of Sowind Group, said that upon visiting the 221-year-old timepiece company’s production site, one might be surprised to find that many of the watchmakers are between 25 and 32 — and they’re able to create the most complicated of tourbillion timepieces. “They have tattoos and piercings, they don’t look like the traditional watchmakers, and talking with them, we decided to present this side of the brand, which is a different side of traditional watchmaking. Besides assembling watches, we wanted to show the private life of the young watchmaker, to show the future of Girard-Perregaux,” Sofisti told WWD (adding that one plays in a rock band, another is a champion puzzler and another can mount and dismount and airplane). The journal will launch on tour with a cocktail party at the brand’s Madison Ave. store on Apr. 30 and an event at Cipriani Dolci in New York City May 1, where guests can partake in one-on-one workshops with four of the eight watchmakers. The online edition launches today at thenewfaceoftradition.com.

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