Piaget, the renowned Swiss watchmaker and jeweller, is steadfastly committed to its heritage-driven strategy, even as competition heats up in the global luxury market. In an exclusive conversation with Arabian Business, the CEO revealed that Piaget will continue to defy fleeting trends and emphasize its unique design ethos, hinting at “surprises” on the horizon for the brand. This focused approach allows Piaget to maintain its distinctive legacy while innovating within that framework.
A Timeless Legacy
Piaget is celebrated for its ultra-thin watchmaking and striking jewellery pieces, drawing inspiration from the avant-garde aesthetics that characterized its designs during the 1960s and 1970s. According to CEO Benjamin Comar, “In the 60s-70s, these creations were extremely avant-garde. This spirit remains even today.” He maintains that while the brand does adapt to current needs and materials, its core principles are preserved.
A Cohesive Brand Strategy
Comar emphasizes that Piaget’s focus is on preserving a coherent brand universe rather than pursuing aggressive product diversification. As he puts it, “By remaining true to ourselves.” This approach has been enriched by the leadership of key figures within the company. Comar credited artistic director Stephanie Sivriere for her more than 20 years of experience with Piaget, which has been instrumental in maintaining brand consistency. He also noted the invaluable insights of Mr. Yves Piaget, who occasionally contributes to the company.
New Collaborations and Market Focus
Recently, Piaget unveiled a limited edition of 50 timepieces in collaboration with the Andy Warhol Foundation, marking a significant cultural partnership in recent years. Although specifics were not disclosed, Comar hinted at “a lot of surprises” set to launch next year, suggesting exciting developments for the brand. The Middle East remains a crucial market for Piaget, where deep-rooted connections and a burgeoning appetite for high-jewellery pieces solidify its strategic importance. “It has always been on the Piaget map,” Comar affirmed, as he highlighted the region’s unwavering demand for luxury timepieces.
Regional Variations in Style
In markets like the UAE and Saudi Arabia, a preference for standout pieces contrasts with the more delicate designs favored in Asia. While Piaget does not tailor its offerings by market, it aims to provide a diverse aesthetic. The brand recently introduced two Limelight Gala models collaboratively designed with Emirati designer Shamsa Alabbar, showcasing a mother-of-pearl dial reflective of her cultural heritage. This commitment to regional relevance is evident in limited editions like the “Desert Pearl” Swinging Sautoir, unveiled during the “Shape of Extraleganza” event in Abu Dhabi.
As the luxury sector increasingly invests in digital strategies, Piaget views technology as integral to its holistic vision. Comar expressed, “All streams are key,” acknowledging the multifaceted nature of brand engagement today. Interestingly, new generations are rekindling their interest in the brand’s historic style rather than seeking contemporary redesigns. “The young generation is well educated and many of them know all about the Piaget from the 60s and 70s,” Comar explained, crediting this revival to a passion for the maison’s roots.
Looking ahead, Comar expressed hope that Piaget will maintain its current status while growing stronger. The brand sees opportunities for expansion in regions like the Middle East and Asia but remains committed to a niche market position. As he concluded, “Piaget remains a niche maison which leaves room for things to be amplified. As long as it remains relevant and authentic, this is the only compass that matters.”