Marc Michel-Amadry, the managing director of the historic Swiss watch manufacturer Girard-Perregaux, argues that traditional craftsmanship is gaining value as artificial intelligence becomes more prevalent. With a history spanning 235 years, the brand aims to maintain its relevance by focusing on mechanical ingenuity and human skill rather than mass production. Michel-Amadry, who assumed his leadership role in February 2025 after a career in the watch industry and at Sotheby’s, believes that a connection to heritage is essential in a technology-driven world. His primary objective is to elevate the brand's market recognition by highlighting the unique qualities of its artisanal watchmaking process, positioning these traditional techniques as a counterpoint to modern automated systems.
Source : The National
Photo : The National
