Swiss based luxury jeweller and watchmaker Piagethas accelerated its digital presence with a digital launch of a virtual boutique. For the longest time, brick and mortar stores have been the sole primary source to experience and explore Maison Piaget, and the place where friends of the brand have the pleasure of sharing joy together.
The digital landscape has played an integral part in communication and lifestyle in the past decade. Since the beginning, the Maison has acknowledged the spirit of technology and embraced omni-channel offerings. In 2000 Piaget went online (www.piaget.com) and has constantly been implementing new touch points like adopting e-commerce, partnering with e- shopping platforms and a WeChat boutique. The world of retail has been forever changed by the recent events and to step up in the digital client experience, today Piaget launches its very own virtual boutique that can be accessed remotely on digital devices on the go.
Petronille de Parserval, Managing Director of Piaget South East Asia and Australia said, “Luxury shopping is not as straightforward as commodity shopping. It is about purchasing an intimate art piece that resonates with your values and personality. Brand inspiration and experience are key. Our customers are highly connected and seek information that is not only accurate, precise and accessible but speak to them emotionally. It is complicated to have a full brand shopping experience while browsing online.”
“We are thrilled to bring to Singapore the first of its kind service at Piaget. Our virtual Piaget Salon is the opportunity to go beyond and get closer to our customers’ expectations, bringing them a superior shopping experience in the comfort from their homes: from our latest Sunny Side of Life Piaget Salon, to the inspiration behind our creation and tailor-made services of our Brand Ambassador – a fully integrated approach.” added Ms Petronille.
This audacious expansion aims to break free from the limitations of traditional retail infrastructure by introducing a digital platform that provides the same kind of emotional and holistic brand experience – a new way of looking at the brand. It serves as an additional touchpoint for guests to explore, be engaged, educated, entertained, complementing and bridging the online experience to offline visits in a Piaget boutique.
Built on the concept of the new Piaget Salon, designed as a space for living and for sharing special moments, the virtual salon takes guests on a visual architectural journey through exquisitely-designed spaces which include the Discovery Area, Open Lounge, Precious Alcove, Private Alcove, and VIP Lounge.
Inspired by the brand’s “Sunny Side of Life” spirit, the Salon’s choice of colours revolve around textured gold, white, yellow and the signature Piaget blue. High arches bathed in light, elegant hanging showcases, and the delicate combination of mirrors that play with shadow and light create the ultimate store aesthetic. From an alcove clad in brass and coloured glass to the small elliptical displays and elaborate paintings, the store’s palatial elegance and its intricate creations truly capture and reflect the radiant charm and energy of the Maison.
Instructions on how to navigate seamlessly and comprehensively around the boutique will be prompted upon entering (through a web link at http://piaget.v-boutique.com). Guests will enter the virtual store with a panoramic 360 degree view and immerse in the world of Piaget Stories, creations and collections in-depth through navigational “moments of interest”.
Each digital pinpoint has a story to tell and brings the selected creation into focus. Details on the collection, technical specifications, pricing, product inspiration and related assortments can be viewed at a glance. From the iconic Possession and Piaget Rose jewellery to Altiplano and Piaget Polo watches, as well as exceptional boutique-exclusive creations, guests can learn all about Piaget’s finest within the displays. To make it even more interactive, a sharing function to communication and social platforms is also available. Furthermore, guests can invite friends and loved ones to walk through the digital journey together in real-time.
To further enhance the personal service, guests will be assisted with an automated chat box and journey access bar specially tailored to help find their dream piece. Guests can also select up to 4 of their favourite creations for comparison and as many into their personal wish list.
For the ultimate Piaget experience, guests who are interested to learn more about the Maison’s story or creations can arrange to speak to a professional representative by making a private virtual appointment. By doing so, Piaget aims to create a one-to-one relationship and establish a personal connection with the customer. Replies from the brand will be kept within 24 hours on weekdays to ensure service excellence. Enquiries beyond operational timings (weekdays, 10am – 7pm) will be promptly managed.
Piaget is fully owned by Richemont Group.
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