Carine Maillard, director of the Grand Prix d’Horlogerie de Genève

How has Carlo Lamprecht given impetus to the GPHG Foundation since he was appointed chairman?

Lamprecht is the ideal ambassador for the GPHG. His long political career, his professional and human experience, his charisma and his innate sense of communication have helped him to establish and maintain connections at several levels. These were essential to position an event of this scope and helped in making it more “official”. He has obviously brought quite an impetus to the Foundation and his excellent reputation is somehow a guarantee of the event’s transparency. Lamprecht’s contribution at all levels is priceless.

Apparently, the “Grand Théâtre de Genève” is full each year and you even have to deny entrance to some people. Have you thought about shifting to the ARENA?

The “Grand Prix d’Horlogerie de Genève” is a celebration that has found its bearings. The “Grand Théâtre” allows us to gather the representatives of Swiss and international watchmaking and their guests as well as leaders of the economic and diplomatic world under the best conditions. It is the biggest and most beautiful hall in the center of Geneva and the stage is perfect for the kind of ceremony that we organize. However, we will have to choose another venue next year as the “Grand Théâtre” is being renovated in 2015.

Talking about staging, the ceremony includes a show. Does it count more and more celebrities each year and has it become more professional? Do the brands and models deserve it? And did it get you more media coverage?

Indeed, we are trying to improve our quality and make the ceremony as appealing and lively as possible to pay a proper tribute to an industry of excellence as is watchmaking.

An award ceremony can quickly turn into a bore. The show brings a breath of fresh air to this much-awaited event every year. The media coverage has gradually increased. The ceremony is now broadcasted live on several watchmaking websites but also on Euronews.com and “Léman Bleu”, our local television channel.

Some time ago, the event was not as independent as it is now. Has the Foundation given the GPHG a boost?

Indeed, we have been working on guaranteeing the transparency and internationalization of the GPHG since the Foundation was set up in 2011. We pay special attention to ensuring the integrity and independence of our jury. Since last year, we have increased the number of jury members to make it more representative and because we thought it was important to include representatives of other areas. We have thus called upon leading creators in their respective fields. In 2013, the designer Philippe Starck, the jeweler Viren Bhagat and the architect Jean-Michel Wilmotte joined our jury which also includes twenty more high-profile watch experts. The 2014 jury was comprised of twenty-five members from fifteen different countries.

Have the rules evolved over the last few years? What were the essential elements of change?

We have mainly modified categories and prizes to allow them to keep up with current trends and at the same time salute the excellence of watches in their diversity.

The “Revival Prize”, a new category dedicated to Vintage watches, made its debut last year. Do you think you may have too many categories?

We adapt the categories and prizes to be as close to current watch production as possible.

What is left to be done? The event seems to be going international.

The GPHG has experienced a remarkable evolution since the creation of the Foundation. We are very happy about that and we have to make sure that this experience is strengthened in the future. We also wish to continue our international development, particularly through itinerant exhibitions in new cities every year. These are increasingly successful and serve to introduce the pre-selected and finalist watches. We are also working on pervading online social networking websites.

Both the GPHG, as well as leading prestigious Genevan brands, contribute to put Geneva in the spotlight. Yet, some of the latter have not participated in recent editions. What could convince them to come back?

The 2014 edition is breaking a participation record and marks the return of the Swatch Group. This encourages us and hints that our efforts are being acknowledged. All the leading watchmaking groups and several independent brands will be represented this year. We are now more legitimate and hope that hesitating brands will soon join us to celebrate the12th art in a competitive but unifying spirit. That is our message and mission.

More and more time is being allocated to politicians on stage. Is this the organizers’ way of thanking the authorities for lending you a legendary Genevan hall, or do they actually have a message related to watchmaking to send to the industry and the public?

We are indeed grateful to the City and the State of Geneva for their contribution. Since 2011, either the chairman of the Confederation or one of the Federal Councilors is also present to remind the whole industry that it can count on the support of the Confederation.

Which watch will you wear on the evening of the award ceremony?

An old watch without a brand.