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Piaget’s Cynthia Tabet on the Extraleganza collection and how the brand is redefining luxury

Broadcast United News Desk
Piaget’s Cynthia Tabet on the Extraleganza collection and how the brand is redefining luxury

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In 1957, Piaget took the bold step of focusing exclusively on watches made from precious metals such as platinum and gold, thereby distinguishing itself from its more functional competitors. This quest for both aesthetics and technical excellence marked a significant turning point for the brand.

In 1959, Piaget entered the world of high jewellery, marking another milestone for the Maison, whose creations featured playful asymmetry and fluid movement. These innovations eventually led to the opening of Piaget’s first boutique in Geneva and the introduction of decorated dials in 1966. By 1969, with the 21st Century Collection, Piaget had firmly established its leading position in watchmaking and high jewellery, attracting high-end clientele around the world.

This year, Piaget celebrates its 150th anniversary and the brand continues to inspire its future with a blend of creativity, innovation and craftsmanship. This heritage is reflected in the Extraleganza collection, which was launched in Watches & Wonders 2024Following the revival of the iconic High Jewellery watch last year, the collection revisits the charming Cuff and Swinging Sautoir watches from 1969, and the precious Aura watch from 1989. The Extraleganza embodies Piaget’s signature elegance in a bold, avant-garde style.

To explore how this milestone will shape Piaget’s next chapter, we spoke with Cynthia Tabet, Global Product Marketing Director, about the brand’s latest creations, their enduring features, and strategies for attracting a new generation of collectors.

Piaget celebrates its 150th anniversary this year. How will this milestone shape the future of Piaget?

This milestone is a very significant one. Our CEO Benjamin Comar, Global Communications Director Fatti Laleh and I all felt it was important to revisit what Piaget is and who it is today. It’s not so much a revival as it is a reflection of the 1970s, when Piaget really thrived in terms of creativity, craftsmanship and innovation. We aim to celebrate the fusion of jewellery and watchmaking that Piaget is famous for, and we hope this sets the tone for the next chapter of the brand.

It was most important for us to reiterate what makes Piaget special and to express this to a wider audience. Given its high-end positioning, Piaget is not a brand for everyone, but for those who appreciate the excellence of our craftsmanship and the beauty of our pieces. Piaget’s unique style, deeply inspired by the 1970s, needed to be reflected in all our creations. This style is elegant yet slightly bold and luxurious, echoing the theme of Extraleganza.

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