Girard-Perregaux Shifts to Direct-Operation Model in China

Swiss luxury watchmaker Girard-Perregaux has announced its decision to transition to a direct-operation model, reclaiming control of its distribution channels in Mainland China, Hong Kong, Macau, and Taiwan.

Having built a strong business foundation in China over the years, the brand will officially take over the distribution rights from its general agent, Swissam Hong Kong, starting in January 2025. This strategic move will enable Girard-Perregaux to directly manage its distribution in these regions and align more closely with its growth ambitions.

Patrick Pruniaux, CEO of Girard-Perregaux, expressed his gratitude: “We sincerely thank Swissam Hong Kong for their trust and professionalism over the years. This transition marks an exciting new chapter for Girard-Perregaux. We will continue to maintain close ties with them and wish them great success in the future.”

With this shift, the brand is doubling down on its commitment to the Chinese market by investing in flagship stores across Mainland China and attracting top-tier marketing and sales professionals. “Our goal is to better serve our partners and strengthen our collaboration with key retailers in the region, fostering mutual growth,” said Pruniaux.

To adapt to the fast-changing business environment, Girard-Perregaux is also exploring innovative retail strategies. These include new points of sale (POS) and partnerships with concept stores. The brand has already collaborated with TimeVallée to open sales points in cities such as Shenyang, Ningbo, Nanjing, Chongqing, and Dalian.

In 2025, Girard-Perregaux will mark the 50th anniversary of its iconic Laureato collection, a key milestone in its storied history. To celebrate, the brand has planned a series of events aimed at further boosting its visibility in the Chinese market.