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It was 4pm on the day before the Swiss Industries Fair, the predecessor of Baselworld, was due to open. Gérald Genta picked up the receiver. It was Georges Golay, the far-sighted, autocratic managing director of Audemars Piguet, the watch company at which Genta was under contract as a designer, or stylist, as the profession was then known. Although not a member of staff, the brand had first refusal of any designs that he came up with and it needed him to come up with something fast: the French and Italian distributors required an exceptional steel watch. (In the early Seventies, the Swiss watch industry was still booming, Paris was still the global capital of chic and the Italian market was hugely influential in shaping trends in wristwatches.)"
https://www.gq-magazine.co.uk/watches/a ... ta-watches