October 14, 2011
Swiss watchmaker Gergé tapped The Tonight Show’s Jay Leno and the Heritage Classics Motorcar Co. for an event to highlight its latest collection.
The watchmaker showcased its special-edition Giovanna collection to a room full of wealthy Supper Club members in Los Angeles. Gergé watches were presented among classic luxury cars from brands such as Mercedes-Benz, Porsche and Ford’s Model T.
“The event was a night of timeless luxury and classic cars,” said George Kojababian, CEO and creative director of Gergé, Neuchâtel, Switzerland.
“Gergé epitomizes luxury and classic design in the simple lines of the Special Edition Giovanna collection," he said. "The effect is sleek, sporty and built for speed.
“Gergé introduced its collection of fine watches to a young, artistic crowd who appreciates fine workmanship and classic design."
Watch out
Gergé displayed its limited-edition Giovanna collection last week among a sea of classic cars and garage-metal works by artist Mio.
The Giovanna Collection comprises two watches, the M1 and the M3, named after the Giovanna auto brand.
Giovanna is the standard wheel supplier for all Ferrari vehicles.
All Gergé timepieces are inspired by the fine-tuned precision and energy of a luxury automobile, per the brand.
The M1 automatic comprises 25 rubies, a domed sapphire crystal, a black ceramic bezel and a genuine alligator leather strap.
Gergé will be producing only 288 M1 models for sale.
The M3 automatic chronograph contains 27 rubies, a domed sapphire, black ceramic bezel and alligator leather for the strap.
Gergé’s M3 model will be produced at an even smaller rate of only 88 models.
The M1 models retail for about $3,890, while the M3 sells for $8,800.
Males on wheels
Gergé debuted the special-edition collection last week with a special party for members of the national Supper Club.
The party featured Chivas Regal cocktails and food from chef Tehra Thorp.
Along with the watches, guests also received a first-look at “Garage Art on Metal” by artist Mio.
Gergé played up its dedication to luxury cars by holding the event at the Heritage Classics Motorcar Co. in Los Angeles.
The party room had a number of luxury cars on display, including the Mercedes SLS AMG, vintage Jaguar E-Types and 1950s Porsche Speedsters.
Celebrity host of the night Mr. Leno is a known car enthusiast and arrived at the party in his vintage Model T Roadster.
Mr. Leno wore the Geneva collection M1 throughout the party.
Indeed, exhibits and viewing parties are often a viable way for watchmakers and jewelry brands to showcase their special edition collections to affluent consumers.
For example, the Only Watch auction, featuring brands such as Patek Phillipe, Tag Heuer and Piaget, conducted an 11-city worldwide tour to showcase the special editions being auctioned off for Duchenne Muscular Dystrophy (see story).
Additionally, Montblanc is promoting its Princess Grace of Monaco jewelry and watch collection through private galas and events – the first of which was held in the Monte Carlo Opera house in Monaco (see story).
With a majority of the Supper Club’s members being part of the affluent market, this event made sense for Gergé.
“The event embodies the classic design of cars and its influence on the designs of contemporary automobiles today,” Mr. Kojababian said.
“The crowd at the party understood this and fully understand the broad design atmosphere of Gergé," he said.
Final Take
Kayla Hutzler, editorial assistant on Luxury Daily, New York
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