Piaget, the watchdog of the Swiss Wallward, sticks to its heritage-driven strategy as competition intensifies in the global luxury market, choosing to reinvent its unique design rather than follow dynamic trends. Arabian business.
Known for its Ultra-Jewerry methods, Piaget continues to understand its creative direction in the Avant-Garde form that defined its designs in the 1960s and 1970s.
“In the 60s-70s, this creation was very avant-garde. This spirit remains today,” said Benjamin Comar, who was appointed as Senior Vice President of Piaget owned by Richemont in 2021.
“We’re adapting to the needs and productions right now, but the basics are still being finished,” he added.
Piaget’s techniques focus on the maintenance of a coherent world as opposed to aggressive product differentiation. “For always being loyal to us,” said Comar.
He pointed out that the great success of the Brand is in the important leadership, “we are very lucky to have Stephanie Sivriere, our artistic director, and we, as maisons inside, who helps preserve Mr.
Piaget recently unveiled a 50-year partnership with the Warhol Foundation and the Andy Warhol Foundation, marking its most visible cultural collaboration in recent years. While divulging details, the CEO said the brand will launch “a lot of surprises” over the next year.
The Middle East region remains one of the most important markets for the product, both historically and commercially. “It has always been in the PIAGET MAP. We have deep and meaningful ties with the region and this is important to us, more than anything else,” said Comar.
The region’s desire for high jewelry watches continues to drive demand and “this has not changed,” he emphasized.
In the UAE and Saudi Arabia, buyers are increasingly increasing the standing pieces, unlike in Asia where customers choose “more serious designs with medium stones.” The brand does not create for the market but aims to “provide a difference” in aesthetics.
While Piaget eschews market-specific mass segmentation, he prefers to develop a fiery regional creation. The watchmaker recently presented two limight Gala models created by Emirati Design Shamsa Alabbar, which recently incorporated a mother-of-pearl dial with its heritage dial.
With its “extraleganza” event in Abu Dhabi before the high-class Dubai church, the brand revealed the “desert pearl” to turn sautooiir, a special edition made of mother-of-pearl. “If it’s temporary or to test the relationship with the artist, yes,” said the CEO in limited versions. “There always has to be a purpose. It’s about a meeting, a celebration – not just a limited edition.”
As luxury brands continue to accelerate investment in digital channels, Piaget sees technology as part of an integrated strategy. “All streams are important,” Comar said.
While many luxury houses are reviving ownership to attract younger customers, Piaget is seeing the opposite trend where a new generation is reviving a desire for the brand’s historic style.
“It doesn’t work when you design to target a certain gender, age or region. The new generation.
When asked if the brand will be around in five years, the CEO said, “I really hope we are where we are, only stronger.”
The brand sees room for expansion, especially in the Middle East and Asia but remains committed to the stand. “There are always too many things to do,” she said.
“Piaget remains a niche maison that leaves room for things to be nurtured. As long as it remains active and true,” concludes only the important compass, “only the important compass concludes.
