Exclusive interview with Benjamin Comar, CEO of Piaget
Piaget's 150th anniversary is a remarkable milestone. How would you describe the significance of this celebration in terms of Piaget’s legacy and the future of the brand?
It was quite a milestone for us, actually I think none of us can wrap our head around the fact that the year is coming to an end. It was a very unique, emotional year where we felt more connected than ever to the Piaget roots and family. It also enabled us to put some of our pillar, know-how and distinction on the scene.
The event in Abu Dhabi marked a key moment in Piaget's anniversary celebrations. What inspired Piaget to choose Abu Dhabi as the location for this event, and what role does the Middle East play in Piaget’s global strategy?
Middle East has always been close to the Piaget heart, then and now. In between, the region has spread its wings, Abu Dhabi has soared and developed a very distinctive identity versus Dubai, Doha and Riyad. We felt honored to be able to partner with ADIO and present our know-how and stories under the Abu Dhabi sky. Even if we had already showed a part of the event in Paris and Shanghai, it felt completely new here, in the gazebo, in open air. It was a first and unique experience.
The event in Abu Dhabi seemed to have a unique blend of luxury, craftsmanship, and cultural celebration. How did you create the experience to resonate with the local market while reflecting Piaget’s heritage?
It’s much easier than it sounds because we trust our local teams and partner and the culture here is so rich that it immediately sparks new idea. And more.
Piaget has always been associated with elegance and innovation. What new collections or special releases were unveiled during the Abu Dhabi event, and how do they reflect the brand’s evolution over the past 150 years?
We showcased some of our milestones of the year, the revival of the Piaget Polo 79 or the thinnest tourbillon in the world but we also showed our current 150th anniversary High Jewellery collection called “Essence of Extraleganza”. The collection of almost 100 pieces had been thought as a whole by our artistic director, Stephanie Sivriere, but some pieces were coming out of the workshops on time for the AD event. Like the completely souple rainbow earrings or bracelet that you might have seen, everything set on titanium and carefully curated by our head of gemmology to create this perfect rainbow. This set was a direct homage to the scarf necklace in diamonds created by the family in 1984. Again, when past and present times collide.
Piaget is known for blending fine watchmaking and jewelry craftsmanship. How did the Abu Dhabi event emphasize this fusion, and how does this continue to shape Piaget's offerings in both sectors?
The exhibition in itself was completely fluid, you were entering the Piaget universe by themes: essence of extraleganza, when mastery ignites artistry and then the Piaget society part. Each time, past, classic and new pieces, blending crafts, jewelry and watches into a magnetic flow. It’s actually the exact depiction of what has happened in the Maison. They were brilliant watchmakers and they became gifted jewellers. Why? Because the clients, fascinated by these colorful jewelry watches started to ask for the matching ring, earring etc so they did it, with their watch tools and their will to do it. It created something radically unique and that’s what you could feel at the exhibition.
“There was no wedding in the Middle East without Piaget”. This statement reflected the position of Piaget’s in the Middle East engagement with high-net-worth individuals. How would you comment on this statement in the past, present and future?
It’s a great statement, it makes us proud and humble at the same time. I hope it’s true and Piaget still gets linked to amazing memories. I think whenever you create something thinking about a region, a gender, a purpose, it never works. What works is being authentic and passionate and the piece find its way into the present and the future.
The luxury market is constantly evolving, and events like this one help shape the brand narrative. How do you see Piaget positioning itself in the next decade to continue engaging with younger, digitally savvy consumers?
Indeed, brand events are becoming more and more important has the client experience has become (as it should) the main purpose. What’s interesting is that indeed the digital technologies or social network have enabled the Maison to be more visible by this new digital first generation, but they still want to touch, try, see, experience. We all have to be more flexible and available, create more awareness on every channel but the experience remains and hasn’t changed. Again, it’s about elevating the perception of the Maison, not transfigure it or force it into something it’s not. New generation is smart and educated, they learn fast you cannot fool them.
What do you envision as the next frontier for Piaget in terms of innovation, creativity, and regional expansion?
Sky is the limit! Impossible to tell as anything is possible, you’ll just have to stay tuned to know more.
We are a few months away from the Watch & Wonders exhibition to be held in Geneva in April 2025. What shall we expect from Piaget in terms of Watches and Jewellery?
Expect some brilliant new variation of things you already love, as always, we stay true to ourselves. But this year will hold a very special surprise as well. Something hinged between past and present, something new and yet, it feels like it has always been here. |