Piaget has had a super parcours since you took over the helm of the company delivering exceptional high jewellery and high performance luxury timepiece. Tell us more about this focus and whether Piaget is eventually appealing to a larger audience and a different consumer profile
Bringing the light on the Piaget’s unique crafts, expressing Piaget’s unique personality and creativity is one of my main mission. The Maison has a strong heritage and passion about craftsmanship in both high watchmaking and high jewellery.
Piaget is a dual brand. Both watches and jewellery are dear to us. Same for our men and women customers. With Piaget Polo, Altiplano Ultimate Automatic, Altiplano Ultimate Concept and new novelties to come we express how much this balance is fundamental.
You pursued expansion with physical mono-brand stores despite a general focus of luxury towards digital and the internet. At the same time, you introduced a highly applauded virtual service experience starting at your flagship boutique in Singapore?
Tradition plays an important role for Piaget, but when it comes to innovation and change, Piaget has always been willing to take on the challenge! Piaget has been embracing e-commerce very early, we had our 1st e-commerce platform in 2012 and was the 1st hard luxury Maison on Net-A-Porter. Piaget is continuously developing its e-commerce platforms, from our own website, to our social networks, to Net-à-Porter/Mr. Porter, to WeChat or Tmall in China. We just launched our brand new online flagship store on the Luxury Pavilion of Tmall and of course our new virtual boutique in Singapore.
Which are your largest markets and to what extend your watches are a focus for another customer profile?
Our clients are high watchmaking, jewellery and high-jewellery lovers. They recognize and appreciate the craftsmanship behind each creations, they celebrate a joyful art de vivre with Piaget. Piaget is a very international Brand well represented across the world with more than 130 boutiques and 300 partners and of course a wide digital platform.
What is your view on trade exhibitions such as SIHH being replaced by an online version?
Thanks to Watches & Wonders digital platform, we were able to share our passion for watchmaking to a broader audience across the world. It doesn’t replace the meetings we have with our clients, partners and press during the physical trade but it is a great way to engage with an enthusiast community. This year’s digital Watches & Wonders was a great success and we just combined it with a physical version in Shanghai.
Some argue that the excessive use of the digital leads to the perception of the loss of exclusivity?
Digital plays a crucial role today in every industry, even in Luxury and especially this year. It is fully integrated in today’s luxury world and does not affect the quality of the luxury experience clients are looking for. At Piaget, we aim to always be connected with our clients and to create the full luxury Piaget shopping experience at a digital level, so our clients can still feel connected to our boutiques, teams and creations.
Which are the biggest challenges you are facing during the current pandemic. What about opportunities and the positives?
Of course, our first priority has been to put everything in place to protect our community, our people, our clients and our partners across the world. But this challenging time has definitely pushed us to rethink the way we work, the way we engage with our community and the way we share our creations. It gave us for example the opportunity to accelerate significantly our digital platforms development.
As many countries are lifting measures to fight the Coronavirus, have you noticed that consumer may now have a different perception of luxury?
For me luxury is craftsmanship. The fact that a creation, a Piaget watch or jewellery, is done by our artisan with unique historical know-hows. Nowadays I think people are more and more sensitive to this definition of exclusivity, limited series and of course the combination of craftsmanship and innovation.
What novelties shall we be expecting from Piaget later this year?
The highlight of this year was the launch of the Altiplano Ultimate Concept, the thinnest mechanical watch in the world. We have just launched new Limelight Gala Automatic watches and five Piaget Polo Emperador Exceptional Pieces with exceptional gem-settings using the finest diamonds and exquisite blue sapphires.
The first piece plunges us into a magical world of mechanics with an automatic flying tourbillon movement that has been intricately skeletonized adorned on both sides of the movement with brilliant-cut diamonds. Featuring the same rare diamond-set skeletonized movement, a second piece comes with a matching diamond and blue sapphire bracelet. The third creation is the Piaget Polo Tourbillon Relatif Unique Piece combines the Maison’s 608P hand-wound Tourbillon Relatif movement with a fully-set white gold case, dial, and bracelet.
Finally, two new Piaget Polo Emperador timepieces – one in white gold and the other in rose gold. Both are powered by Piaget’s 1270S, one of the thinnest self-winding tourbillon skeleton movements that has been developed and created in Piaget’s ateliers.
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