Luxury with a twist

Synonymous with precision, elegance, and horological excellence. Girard-Perregaux sought to evolve its brand by shifting from a traditional, polished luxury tone – which they felt was a little bland – to something more dynamic and bolder. We were tasked with developing a new Tone of Voice that reflected the brand’s innovative spirit, while maintaining its heritage of precision and craftsmanship.

Same values, different voice

We were asked to think beyond typical luxury messaging, balancing the prestige of a legacy brand, infused with a modern edge. This meant creating content that was aspirational but also approachable, in powerful, expressive and elegant language. G-P is famous in the world of horology – we had to find a tone that would evolve the brand’s identity, while communicating its heritage and values in a timely way.

What value did we bring?

A Tone of Voice (ToV) exercise generally moves through several exploratory steps – trying different approaches in a process of refinement. In this case however, we were asked to work on a live project – developing the ToV in customer letters. We were able to accommodate the client’s wishes and ultimately rolled out the new brand voice across the brand’s many media touchpoints.