Far From the Madding Crowd

More than a Girard-Perregaux collector, entrepreneur Marc Naidu is a subject expert who identifies with the brand's DNA of quiet luxury.

- YANNI TAN

Within the local watch-collecting community, some segments of which are more preoccupied with a flash-and-flip culture, it is a breath of fresh air to meet an aficionado so devoted to a brand that he has assumed the role of an unofficial subject expert.

Every week, entrepreneur Marc Naidu spends about 10 hours researching horology, sharing his thoughts on his IG account @quietluxurytime, and managing the Facebook-based GirardPerregaux Laureato Luxury Watches Fan Club group, which he started with a few friends in 2022 and where he continues to be an administrator.

In addition to exchanging insights with and answering questions from his Facebook group's 2,000 members from as many as 30 countries, he occasionally creates YouTube video tutorials.

Considering the Swiss manufacture's 168 years of heritage, there is indeed plenty to deep-dive into. Naidu also leads discussions on current management, marketing and distribution strategies, and how they affect the brand image.

SUBSTANCE MATTERS

"Girard-Perregaux has both the heritage, looks, and technical expertise. It makes its movements and is well-respected by watch experts. In fact, it only produces about 12,000 timepieces per year," he says.

Even though Girard-Perregaux (GP), based in La Chaux-de-Fonds, is one of the ATHIRAH ANNISSA photography world's oldest maisons, it occupies a niche position in the vast universe of horology.

The brand is not one the inexperienced would be familiar with, but Naidu is here to enlighten.

"GP was founded by Constant Girard and Marie Perregaux, a husband-and-wife team. One immediate thing that stands out is that you get more in a watch than you pay for. You feel it when you put one on the finishing and wrist-feel are excellent," he reveals.