Watchmaker of audacity, jeweller of times, Piaget captures the subtle art of positive tensions: from
its birthplace in Switzerland (in the mountain village of La Côte-aux-Fées) to its soulmate region
of Côte d’Azur, the Maison displays extravagance and elegance, technicity and beauty, a love of
singularity and a strong sense of community. Modern by tradition, avant-garde by conviction!
At Piaget, we believe that mastery liberates creativity: it is our philosophy
as a remarkable watchmaker-jeweller.
It is with this in mind that we created this new brand campaign. Bringing back our Maison’s iconic
relevance and recreating our myth for today, the campaign is an invitation to live an inspiring life,
reminding the newcomers of the Piaget society of our rich and flamboyant ingenuity.
To represent these core values, we created a powerhouse look, an instantly recognizable and ownable
style, carried out by a carefully chosen cast to authentically embody our brand: modern, multifaceted, diverse and inclusive. With their modern beauties, radiating personalities and contagious
joie de vivre, models Georgia Palmer and Signe Veiteberg are among the new faces of Piaget.
Their boldness and singularity are sublimated by the eye of iconic photographer Mikael Jansson, a
master of light who has collaborated with the world’s most visionary brands. His talent shines through
in the liveliness and audaciousness his images convey. With the help of image maker Benjamin
Bruno, Jansson crafted beaming, fun images, in which people and products alike radiate with energy.
Using the Maison’s signature delicate, modern blue for the launch, the campaign will later reveal golden
hues images. Playing with perspectives and scales, the images are a celebration of togetherness and
shared joy. A unique dynamic, a joyful dialectic, where the singularity of each individual nourishes
the vitality of the group.
In the same spirit, the iconic Possession jewellery line, the ultra-thin Altiplano watch, the classic
Piaget Polo watch and the strong statement of the Palace Décor are all featured in a campaign that
puts emblematic, strong and unforgettable creations at the forefront.
Creating a new visual identity that tells stories about style and products as well as heritage (in the
wake of our 150th anniversary), this brand campaign will allow Piaget to reach out to new audiences
wherever they might be. A guarantee that the ever-growing Piaget Society will remain an inspiration
for the culture and those who make and enjoy it.
“Digging into the past to create the future”, as Piaget’s CEO Benjamin Comar puts it, this brand
campaign sheds a new light on Piaget’s iconic history, rooted in the flamboyance of the 70s and 80s,
to state what comes next. “The campaign mixes the sense of elegance inherited from the Maison’s
origins in La Côte-aux-Fées with the extravaganza of the 1970s, when Piaget came to master the
craft of gold work and made colorful stones part of its DNA, Comar adds. The creations displayed
each symbolize the mastery of Piaget, its sense of chic, its boldness, its exceptional craftsmanship
and its audacity.”
For Fatti Laleh, who joined Piaget earlier this year as International Director of Image and
Communication, the campaign is a modern take on reviving the legacy of the Piaget Society. “Our
Society is a creative movement. Social before social media, this joyful group whether in front or
behind the camera connects cultural leaders, pioneers, and modern beauties. It is a home away from
home for those who live boldly but with sophistication, those who dare to be rare. Its collective
energy has the unique power to open new perspectives and create new spaces where memory and
imagination collide. The result is very direct with impactful images, in which I carefully looked to
equally valorize our watch and jewellery categories. It’s joyful, it’s extravagant. It’s sophisticated, it’s
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Royal de Versailles Jewellers
101 Bloor Street West,
Toronto, ON, M5S 2Z7