Boutique opening in Geneva

Boutique opening in Geneva

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Girard-Perregaux announces plans to open a boutique in Geneva, the birthplace of Swiss watchmaking

Girard-Perregaux has been indelibly linked with the city of La Chaux-de-Fonds since 1847. However, the company’s origins can be traced back to 1791 when Jean-François Bautte, a mere 19 years of age, signed his first watches in Geneva. The city has a rich tradition of watchmaking dating back to the 16th century. Ultimately, watchmaking spread to other areas of Switzerland such as the canton of Neuchâtel. Movements and watches made in these regions were often transported to Geneva and sold to specialist traders.

With this in mind, it seems fitting that Girard-Perregaux has chosen to return to where the story of Swiss watchmaking began, opening a new boutique on 1 Quai du Mont Blanc – 1201 Geneva. Working in conjunction with the esteemed retailer Bucherer, the new boutique will showcase the Manufacture’s complete collection, including novelties and limited editions. Moreover, the new boutique will provide an immersive experience where the décor, furniture and imagery confer a taste of life at Girard-Perregaux and its surrounding landscape.

The location is set to open at the end of March 2023 and is the first monobrand boutique operated by an external partner to open in Europe.