Things are changing for this country, once regarded as a tourist market, and its values are spreading worldwide, says Piaget chief executive Benjamin Comar.
Piaget dates back to 1874 when, to make ends meet in winter, farmer Georges Piaget began making unsigned pocket watches.
He wouldn’t recognise the brand today. First registered in 1943, it came to prominence for its ultra-thin watches in the 1950s, and for exotic dials – tiger’s eye, lapis lazuli, jade – in the ’60s when the company also branched into jewellery.If the brand’s high point was the breezy dolce-vita days when its watches adorned the wrists of Sophia Loren, Gina Lollobrigida and Jackie Onassis, it’s now enjoying something of a renaissance.
Comar: “It’s extravaganza, extravagance and elegance. They’re totally the values of Piaget; it’s a brand of togetherness, of shared joy.” He recalls the first sentence he heard from Yves Piaget, former president and great-grandson of the founder, who developed the company in the 1960s and ’70s. “He told me, ‘It’s from La Cote-aux-Fees, the original village, to Milan to the Cote d’Azur.’ It’s the rigour of the design and watchmaking, the quality of work from Switzerland, added to the dazzling pop culture of the Riviera. That’s where we are going.”
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