Girard-Perregaux is teaming with Mr Porter, the men’s online fashion retailer, to sell a selection of its watches on the eCommerce platform. It’s not the first time the Luxury Swiss watch brand appeared on an online selling platform, however Mr Porter will mark its biggest and most diverse online presence to date, says Patrick Pruniaux, CEO of Girard-Perregaux and Ulysse Nardin.
Girard-Perregaux watches will be available on Mr Porter beginning Saturday. A total of 17 watches with 10 of those timepieces coming from Girard-Perregaux’s Laureato collection – including the Absolute, Absolute Chronograph and Absolute WW.TC models – will be sold on the website. These timepieces were unveiled at the 2019 Salon International de la Haute Horlogerie (SIHH) luxury watch fair in Geneva and all are equipped with in-house movements. This will be the first time they will be available to the public.
Other watches to appear on the site are a Classic Bridge and a Neo Bridges “Earth to Sky” edition, which also was showcased at SIHH 2019. In addition, five timepieces from the traditional 1966 collection will be placed on the website, including the Full Calendar, WW.TC and HMDS models. Pruniaux said more Girard-Perregaux watches will appear on the website in the future.
The price range for the timepieces is rather broad, from $7,900 to $38,400.
Pruniaux explained that Girard-Perregaux previously partnered with the eCommerce sites of several department stores, including Bucherer, Selfridges and Harrods; and on the Farfetch website. However, the relationship with Mr Porter will open the Swiss watch brand to an audience of younger, fashion-conscience men on a popular international platform.
“It’s actually a seamless way for us to reach another consumer base on a site that’s spearheading the world of fashion with a mix of products,” Pruniaux said. “It is absolutely a great way to illustrate an unparallel product offering with a very different customer experience. And those attributes match perfectly with our new line of products.”
Pruniaux says the customer base Mr Porter attracts provides an opportunity to promote the new Laureato collection, which was created for a younger audience.
“The new Laureato watches displayed during SIHH 2019 is a slightly more contemporary version of the iconic product,” he said. “It’s an opportunity for us to make them available to the consumer online.”