Girard-Perregaux is becoming one of the fast rising stars among Switzerland’s haute horlogerie brands thanks, predominately, to the perfect positioning of its Laureato family and a focus on working with the very best retail partners in every territory.

The historic watchmaker will celebrate the 50th anniversary of the Laureato in 2025, by which time it could be challenging the likes of Vacheron Constantin, which has had its own purple patch off the back of the Overseas collection’s success.

According to Morgan Stanley, Vacheron Constantin is estimated to have made 30,000 watches in 2021.

Girard-Perregaux’s aim is to make and sell around 25,000 watches — no more than that — although it has not put a time frame on when that output will be achieved.

GP is committed to selling entirely through retail partners, but will be opening monobrand boutiques through franchise arrangements.

Major multiples and independents will both part of the plan.

Boutiques will open this year in Geneva and London, according to GP CEO Patrick Pruniaux, although he would not elaborate on timings or other details.