Some names are synonymous with quality. Some brands truly have no competition. Purdey is one of the world's oldest sporting brands, internationally renowned for quality, innovation and excellence for almost two hundred years. Robin Amlot has the firm in his sights
Purdey is a classic English brand. The business was established in London in 1814, the year before the battle of Waterloo, by James Purdey. He had completed his seven year apprenticeship in 1805, working for London's then top gunmaker Joseph Manton before going on to establish his own business.
In fact, only 12 years later, in 1826, James Purdey had taken over Manton's premises at 315 Oxford Street, where his business was to stay for the next 56 years, until James the Younger, who succeeded his father in 1858, needed more space and built a new factory, offices and showrooms in nearby Mayfair. These opened in 1882, on the corner of South Audley Street and Mount Street, and remain the headquarters of James Purdey & Sons to this day.
James Purdey the Younger's time in charge saw rapid change and development in the design of guns and rifles, essentially moving from muzzle loading flintlocks in the 1820s to breech loading hammerless ejectors by the 1880s.
Through the nineteenth century the company was at the forefront of design, with James the Younger taking out several patents for technical innovations, many of which were adopted by other gunmakers.
Purdey guns moved briskly from flintlock to percussion cap to hammer centre-fire guns and then to the self-opening hammerless guns of 1880. This was followed 10 years later by the incorporation of ejectors. Apart from continual refinement and the optional single trigger mechanism, very little change has subsequently been made to the design of the side-by-side shotgun.
Right from the start Purdey produced guns only of the very best quality. Queen Victoria became a Purdey customer in 1838, purchasing a brace [pair] of Purdey pistols. Her son, the Prince of Wales, later King Edward VII, conferred his Royal Warrant on the firm in 1868, as have all four subsequent British monarchs, for each of whom Purdey has built guns and rifles. Today the firm holds the Warrants of Her Majesty Queen Elizabeth II, HRH Prince Philip the Duke of Edinburgh and HRH the Prince of Wales.
The gunmaking operations moved in 1900, to new premises two miles away and moved again in 1975. Since then Purdey's gunmakers have operated from a factory in Hammersmith, West London. Thirty traditionally trained craftsmen build between 70 and 80 bespoke guns and rifles each year.
The business was sold by the Purdey family in 1946 to the brothers Hugh and Victor Seely, who then gave it to their nephew Richard Beaumont in 1949. He owned and ran the company until 1994, when he sold it to the Richemont Group.
Richard Beaumont brought his younger cousin Nigel Beaumont in to the business as a post graduate apprentice gunmaker in 1978. Nigel was appointed factory manager in 1987, and Managing Director in 1994, and he continues to be in charge of all Purdey's gunmaking operations.
At the invitation of the Richemont Group, the family connection was renewed when Richard Purdey, sixth generation of the family directly descended from the founder, became Chairman in 1995, later joining James Purdey & Sons full time in 1998. Nigel Beaumont is now Chairman while Richard Purdey, who retired in March 2007 remains a director of the business.
What is it that makes a Purdey gun special? According to Richard Purdey, "The parallel is a bespoke [made-to-measure] suit. You have a craftsman build something to your measurement. A bespoke suit can last a lifetime, a gun several lifetimes."
Over the past decade Purdey has invested heavily in the latest computer numerical controlled (CNC) and digital technology. This has enabled significant improvements to be made in quality, and productivity, without compromising the skills and artistry of the traditional craftsman gunmaker. "We use technology to supply our craft base with basic parts machined to the finest tolerances, enabling us to produce the best quality guns, with maximum added value for our customers in terms of finish and fit," explained Richard Purdey.
Every part of a Purdey is machined and then hand-worked and finished in the firm's factory in West London. Only the highest quality materials are used, with all load-bearing parts being made from certified forgings. The Walnut wood is sourced in Turkey to give the best grain through the hand, together with the finest colour and contrast.
There is far more to a Purdey than CNC. The firm operates an apprenticeship scheme that starts at age 16 and lasts for five years. At 21, a craftsman emerges, fully trained in one of the individual skills that go towards the making of a Purdey gun: barrel making, action making, lock & trigger (furniture) making, ejector making, stock making, engraving and finally, finishing. Once trained the individual craftsman is entitled to stamp his initials on the part of the gun he creates.
Each process in fine gunmaking has an impact on the shaping, fit and balance of the whole. No two Purdey guns are exactly alike - unless they are part of a matched set. Each is bespoke, different in many details.
This craftsmanship does not come cheaply. A classic made-to-measure 12-bore side-by-side double-barrelled shotgun will start at around GBP 55,000 ($77,160) while an over-and-under will be more expensive, up to GBP 70,000 ($98,200). And that could be just the start. Purdeys are not just functional. They are works of art; gun engraving is an art form. "Some people buy Purdeys to collect NOT to shoot," commented Richard Purdey.
Engraving can add GBP 15,000 ($21,000) to the cost of the gun. What you have engraved on your gun is up to you. According to Richard Purdey, "Game birds are the classic form: pheasant, partridge and woodcock." Of course, you may feel that engraving is not enough, perhaps a gold inlay too but take note, "Adding gold inlay can double the cost of the gun!"
Purdey has sales agents around the world, including in the Gulf Cooperation Council, Nayshan Hunting & Equestrian in Kuwait City but, said Richard Purdey, "People come to London to buy guns. A made-to-measure gun is very personal."
Once you travel to London to be measured for your gun you will need to be patient. How long your gun takes to be ready for you will depend on the specifications you require. A basic gun can be ready in eight weeks but guns can take between 18 and 36 months to complete if you require complex decoration.
If guns themselves are not your cup of tea, Purdey offers a whole range of branded accessories from luggage and clothing to hand-painted china. The firm is also offering its fourth series of Panerai for Purdey watches. These limited edition Panerai Luminor Sealand watches feature three new designs: lion, elephant and buffalo. All the designs are engraved by hand and the total edition is limited to 100 watches worldwide. If you fancy a little Purdey time on your hands, one of these watches can be yours for GBP 10,000 ($14,000)!
© Banker Middle East 2009
